Word: wife
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Dates: during 2000-2009
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Tiger Woods really needs his wife. And his A game. That's the opinion of experts in the art of getting people through media crises like the one the golf champ faces after his single-car crash led to a multiwoman pileup of infidelity allegations. If Woods can persuade his wife Elin Nordegren not only to stick by him, but also to say in the presence of a large media outlet or two that she has forgiven her imperfect husband and that everyone else should feel free to do likewise, then resurrecting his image is easier than nine holes...
...conservative, country-club sport, and he and his team have cultivated a personal brand that represents control, discipline and a hair-away-from-perfection. Allegations of numerous mistresses, Las Vegas romps, audio purportedly of his asking a woman to disengage the caller-ID feature from her phone so his wife wouldn't see it, plus a final, belated admission that "I have let my family down," do not gel well with this image...
...make this a much bigger story," says Michael Sitrick, CEO of the crisis-management firm Sitrick & Co. "There's this mind-set that if you hunker down and take the 'high road,' it will go away." The publicist points to Bill and Hillary Clinton as exemplars of the "wife first" approach: once Hillary said it was between Bill and her, the heat went down. "If he can get his wife to support him, I'd pick one print and one broadcast outlet and then never talk about it again." (See pictures of Elin and Tiger Woods on Golf.com...
...because of tales of crime and may face discrimination, especially in a tight job market. This could be a good follow-up article. Mark Waddell, the vet you profiled, is still a leader. As a 'Nam vet with PTSD and a veterans' services representative, I think Waddell and his wife are doing more good than they'll ever know...
Ronald Reagan would have done it differently. He would have told a story. It might not have been a true story, but it would have had resonance. He might have found, or created, a grieving spouse - a young investment banker whose wife had died in the World Trade Center - who enlisted immediately after the attacks ... and then gave his life, heroically, defending a school for girls in Kandahar. Reagan would have inspired tears, outrage, passion, a rush to recruiting centers across the nation...