As Woods kept his silence, the media filled the vacuum with stories claiming his wife had 'gone ghetto' over an alleged affair. Woods finally issued a statement on Sunday hitting out at 'unfounded and malicious rumours' and taking the blame for the 'embarrassing' prang.
HOW I SEE IT - ADRIAN LEE, MANAGING PARTNER, TAYLOR HERRING PR
The clamour for detail is wholly predictable and won't go away. That's why the 'move along please, nothing to see here' strategy from the famously slick Tiger Woods PR machine is hard to fathom. Woods has hardly put a foot wrong since he first stepped into the media spotlight, aged two, putting against Bob Hope on national TV.
It has been a case study in tight image control, perhaps a bit impersonal, but awesomely effective brand building, and with limited risk. The public has been largely willing to forgive his bland interview demeanour, and forgo the usual requirement for a look round the house and a chat with the wife, as long as he has been hitting ten-footers. But this is different. It is simply too sensational, intriguing and out of character to palm off, and refusing to talk about it is an invitation to wild rumour - MISS.