WINNING with Tiger Blood: The Report Card

The Charlie Sheen blitz of 2011 is a scary car crash we can’t turn away from. The star was everywhere in the past weeks: from morning shows to nighttime news magazines and many radio shows in between.

Organizations of all shapes and sizes need to be prepared to communicate during a crisis. Sheen’s actions are a case study in crisis communications that reveal many truths that apply to any crisis situation, for businesses and non-celebrities too. Let’s review!

Choice of Spokesperson = D

Clearly (and sadly) not out of the woods with his troubles. While it’s helpful to have a spokesperson with star power, always choose one who is credible.

Message = C-

Tiger blood was imaginative, but didn’t actually convey anything about his next steps, i.e., how he was going to mend his relationship with CBS. Developing concise, well thought out messages and answers is essential in a crisis.

Timeliness = A

Sheen was everywhere, fast. In a crisis, a reputation can be salvaged (David Letterman) or torpedoed (Tiger Woods) depending on how quickly the response is shared.

Use of Social Media = B+

Sheen quickly mobilized his fan base and has amassed a following of nearly three million on Twitter. He’s sharing his message directly, in his own time frame and responding to comments. Social media can be the fastest, most direct channel for a person or a brand to use during a crisis.

Overall Score: F

When the reputation of a person or an organization is on the line, a lighting quick response and a strong following can’t overcome the lack of a clear (and clearheaded) message and a believable spokesperson. If only the spokesperson Sheen was Martin (aka Jed Bartlet) instead of Charlie.