DAAKEPov

Of all the sins Tiger Woods may have committed, add to the list his failure to take control of the story. From behind the walls of his gated community – patrolled by security forces who ride in, ironically, golf carts – he severely underestimated the power of the news media, the Internet and social media.

By virtue of his past success, or his inexperience facing anything beyond polite applause and waving crowds, he thought he could ignore the Florida Highway Patrolmen at his door – and the insatiable masses peering over their shoulders. He thought a carefully worded statement on his website and a request for privacy would be enough. Today, enough is never enough.

Everyone from the tabloid and legitimate news media to talk show hosts and comedians pounced on the story like a six-inch putt for birdie. By saying nothing, Tiger became easy prey for every rumor and scandalous idea imaginable. He could have – should have – taken control from the very start. Instead, he handed it over to the very people he sought to silence. In marketing, media management is either pass or fail. Lose it and damage control becomes an oxymoron.

Will Tiger bounce back? Britney Spears did. Martha Stewart did. To some extent, Michael Vick has. Just the fact that Vick’s in a uniform on Sundays instead of watching on TV is testament to an extremely forgiving and forgetful public.

But how forgiving will Tiger’s sponsors be? And will the red from his famous tournament shirts ever fade from his face?