PR can make or break celebrities in times of crisis or scandal. Here are two examples of members of the Sports World who provide us with what and what not to do in such situations.
The Good
Lindsey Vonn suffered a shin injury going into the Vancouver 2010 Winter Olympics and was unsure of how it would affect her success in the games. However, instead of keeping the injury quiet and potentially having to vouch for a less-than stellar performance, Vonn held a press conference and put the injury out in the open so fans would know what to expect. By putting her setback out in the media, she was able to control her press coverage in the games and keep a positive, sympathetic light around it. Apparently the PR Gods looked favorably upon the skier's actions and she still managed to win a gold in the Downhill.
http://sports.espn.go.com/olympics/winter/2010/alpineskiing/news/story?id=4902100
http://www.youtube.com/watch?v=n0sZa82evbs
The Bad AND the Ugly
The Tiger Woods infidelity scandal of 2009 was not only an ugly scandal, but it was also a great example of ugly PR. Reports surfaced that Woods was having an affair and he wrecked his Escalade in what was soon reported as his flight from an angry Elin Woods. Instead of immediately addressing the press and offering an apology, the golfer refused to comment therefore giving the media complete control of the story. As a result, Tiger would lose endorsements, sponsorships, and his golf game would be in shambles. Woods is currently back on the greens, however his performances have not matched those prior to the scandal. My guess is he can't figure out how to recover from a broken heart.
http://www.time.com/time/photogallery/0,29307,1966486,00.html
