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Tiger Woods needs new PR strategyskip to main content (press enter)Your weather location has not been setSet weather location CBC Global Header NavigationCBCca News news drop down menu Sports sports drop down menu Radio radio drop down menu TV tv drop down menu My Region drop down menu More drop down menu Watch drop down menu Listen drop down menu Search CBCca Submit Search Sign Up Log In Hockey Headlines Scoreboard Standings Stats NHL Schedule Teams Players Hockey Night in Canada Highlights Fantasy Pool Commonwealth Football Headlines CFL Scoreboard CFL Standings CFL Stats CFL Teams NFL Scoreboard NFL Standings NFL Stats NFL Teams NFL Players Video Alpine Skiing Curling Figure Skating Basketball NBA Scoreboard Standings Stats Teams Players Basketball News Feed Baseball MLB Scoreboard Standings Stats Teams Players Baseball News Feed Soccer MLS Scoreboard MLS Standings International Stats Soccer News Feed Amateur Sports Golf Tennis REPUBLISH EMAIL PRINT Text Size S M L XL REPORT TYPO SEND YOUR FEEDBACK Tiger Woods needs new PR strategyLast Updated Wednesday December 9 2009 206 PM ET Comments159Recommend77By Malcolm Kelly CBC Sports Tiger Woods the worlds No 1 golfer has been the subject of intense public scrutiny for more than just his golf game (Mark DadswellGetty Images) Tiger Tiger burning bright In the forests of the night What immortal hand or eye Could frame thy fearful symmetry William Blake 17571827If theres something the last two weeks have shown us it is that the days of denial (and its more nuanced younger partner the nondenial denial) as a PR tactic may be over and outTiger Woods whose fearful symmetry was forged over the last 12 years by a fawning media that built a young guy who happened to be an outstanding golfer into something more closely resembling halfman halfmetaphor has learned this lesson to his horrorThe same internet that was taken advantage of to build Tiger up is now ripping him back down againThats hardly a new idea as creating and destroying heroes goes back to before Roman times (Hey did you hear Celadus has been stepping out on his wives and concubines)But Celadus a gladiator didnt have to deal with the internet in Pompeii When a rumour went around it went around at about the speed one person could walk to find another to tell it to And it still did work much that way until the invention of voice messaging email Twitter and an internet to enhance it all changed the game completelyWe dont know if Tigers PR folks came up with the idea of trying to fudge his transgressions (Tigers word) on or around Nov 27 when Woods drove his SUV into a fire hydrant and then a tree or if he overruled themBig mistakeBut it has turned out to be an unfortunate error one that has taken what should have been a large but easily handled story that would peter out and instead turned it into a viral media phenomenon...