Tiger Woods saw his reputation crumble as reports of infidelity leaked to the press in November of
2009. This research evaluated the crisis management strategies of Woods and his crisis management staff,
as well as social media’s role and reaction to the scandal. The eight press statements issued by Woods
between November 29, 2009, and August 23, 2010, served as the primary documents for this case study
analysis. Results found that mortification was the most frequently used crisis management strategy. Despite
the criticism Woods received for his handling of the crisis, social media research indicates that his team’s approach
has been effective in shifting online conversations away from the scandal and back to Woods and golf