Perhaps the greatest verbal and narrative genius currently in operation is the PR team guiding Tiger’s damage control. The wording of his statements has been pure poetry. And the overall strategy is unerring. His statement today about taking “indefinite leave” from golf is the latest tour de force of PR thinking. His team realized the damage was so severe, they could never spin out of it. They had to create an entirely new narrative: The Resurrection and Return. So first, Tiger had to go away, disappear, die, in a sense. Only then could he reemerge after some “indefinite” amount of time (to be determined by his PR team taking the national temperature), at which point the story would be no more about Tiger the Hound, the Big Disappointment, but the New, Chastened, Rededicated and Refocused Tiger. The Comeback Kid.
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