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3
Impediments to
Fuzzy Zoeller's Image Survival
Last
night I was asked the question: "Can Fuzzy get past this incident?"
by an attorney (golfer) and friend. Since he knew I was deep into the
sports image and PR business, he also knew he would get a straightforward
answer. We deal wit h issues like this all the time on this website.
Before the reports that Tiger accepted Fuzzy's apology, my answer was
"if Tiger graciously and quickly accepts the apology, Fuzzy has a chance."
Now
of course, Tiger has made his public statement. However, several factors
still have an effect on the damage Fuzzy has caused to his image. An
offhanded comment has spawned a crisis of significant proportion for
several organizations . The ripple effects will be long felt.
On
April 25th, the Charlotte Observer printed an editorial cartoon referring
to another issue entirely but it directly applies here. It has a man
on the phone, sitting in a big chair. It has an easel in front of him
that reads: "What to say-
- Mistakes
were made
- Nothing
was illegal
- Never
do it again! The caption below reads: "see Bibi, just like I told
you when you were here. It's as easy as 1.2.3." No matter how apologetic
Fuzzy was (and I believe he is) the timing of the release of the CNN
comments, the loss of his Kmart endor sement contract and Tiger's
delayed written acceptance of the apology all work against Fuzzy.
CNN
obviously held the comments one week to get better exposure of them.
A week ago there were more positive things to focus on regarding Tiger's
win. Kmart backing out sets a wary tone for other prospective sponsors
and formalized the damage of what was viewed as at least ultra insensitive
and at most terribly bigoted comments by a high profile golfer. If the
same comments were made by someone in the gallery, it wouldn't have
had the cache. In fact, if a less recognized and capable gol fer had
said the same, it wouldn't have had the same impact, in fact, might
not even have been reported.
Most
importantly now, the man has been more than contrite and if Tiger chooses
to publicly appear with Fuzzy in a lighthearted manner it will say to
everyone..."let it rest; I truly have!" Words alone won't work here.
We, as a public, n eed to see if he really means it. It will, under
any circumstances, take a long time, if ever for Fuzzy to recoup. Just
watch next year's Masters. They may go live with the menu and certainly
the commentary will be flying.
Fuzzy
has dug a well of public and Tour good will in the past. He now has
to hope that well is deep enough to satiate the thirst of an angry,
sensitive public that were led to believe that one sports idol and his
accomplishments could h eal this nation's racial wounds.
Kathleen
Hessert
President
Sports
Media Challenge
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