Tiger Woods calls in former White House press chief Ari Fleishcher for advice

Tiger Woods is understood to have hired former White House press secretary Ari Fleishcher as an adviser to help with his expected return to golf.

New support: Tiger Woods
New support: Tiger Woods

Reports in the US suggest that Fleishcher, who worked during George W Bush's administration, has been brought in to help to reintroduce Woods to the sporting world after a three-month break.

Fleishcher now runs his own sports PR company specialising in handling crisis communications. He recently worked with Mark McGwire after it was revealed that the baseball star had used steroids.

Woods is understood to be looking at next month's Masters as the venue for his comeback.

Fleishcher's help follows Woods' press conference last month in which he spoke publicly for the first time since the scandal surrounding his private life emerged late last year.

M&C Saatchi Sport & Entertainment CEO Steve Martin said: ‘Tiger Woods desperately needs good PR advice. He has not got his strategy right so far. The press conference was awkward. It won't be turned around quickly for him but a PR plan needs to be created carefully.'

Allegations broke last year that Woods had been having several extra-marital affairs. Global media interest was sparked by a mysterious car crash involving Woods, which happened outside his Florida home on 27 November.

He was initially criticised for not addressing the media immediately afterwards and PR experts predicted the media would fill the information vacuum.

Woods avoided appearing in public and instead relied on a series of statements posted on his website. He has taken an indefinite break from golf ever since.

The negative media attention saw Woods dropped by sponsor Accenture, while Gillette scaled back its work with him. PR professionals predicted at the time that more sponsors would follow suit.



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