I’m down in Jupiter, Florida right now. My youngest son had surgery down here, and I’ve been watching a bit of the ongoing news about Tiger Woods. Check out the Accenture ad getting torn down yesterday at ATL (see photo below).

I know I’m not the only one to say this (and, in fact, I’ve already said it on TV), but Tiger Woods appears to be doing everything wrong.

And now the guy is at his mansion (or on his yacht) a rock’s throw from me.

I don’t care about golf. Or celebrity.

But since his issues seem to be nearer to me now more than ever, let me reinforce a simple truth of PR (and life in general): If you do a bad thing, admit it quickly and fix it (and then some).

While Tiger may believe “personal sins should not require press releases,” his ordeal will remain very public until he can fill in the holes for the curious and the invested.

Posted: December 18, 2009 at 2:05 pm by Ryan Hanser