Woods relied predominately on mortification strategies to manage the crisis and restore public perception.
Of the eight statements made, six included mortification strategies and often more than one instance
of them. He initially employed non-existent strategies like denial when addressing rumors of infidelity, which
suggests that his staff did not have a CMP in place. As more and more information regarding his indiscretions
was released, he was forced to take greater ownership for the scandal and change the types of approaches
used. Woods was criticized for his initial denial of the affairs and for going more than two months between
statements (December 11 till February 17). A swifter approach may have shortened the length of the acute
crisis stage and minimized the number of dropped sponsors. Four of the five types of crisis management
strategies were incorporated into his statements throughout the lifespan of the crisis, all with the exception of
distance strategies. The media drew attention to his attempt at “bolstering” with the mention of his foundation
and his repeated use of suffering tactics. Traditional media coverage was common, but not as potent as the
discussion of the scandal on social media. Woods’ name was mentioned frequently in association with his
wrongdoings up until his first press conference. Though it may have been a prolonged process, research indicates
that discussion of Woods and the scandal has died down on social media sites. Woods’ slightly restored
image has landed him two new sponsorships with Rolex and Fuse Science Inc. since the scandal.