The Clean-up Men

The man who has to get Tiger Woods out of the woods is his agent Mark Steinberg, senior VP and MD of the golf department of IMG.

The man who has to get Tiger Woods out of the woods is his agent Mark Steinberg, senior VP and MD of the golf department of IMG.  So far, it’s not going well: Gatorade is dropping its Tiger drink, Gillette is phasing him out, Accenture has given him the boot. Only Nike is holding on, largely due to Steinberg. He could, though, take heart from managers of other PR nightmares.

Consider Ari Fleischer, White House press secretary to George W Bush from 2001-03. Post 9/11, it couldn’t have been easy. Or Max Clifford, Jade Goody’s publicity manager post the Big Brother racism row. Or Michael Levine (LCO-Levine Communication Office Inc), the King of Pop’s publicist in 1993-94, when the first child molestation charges emerged.

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Sohini Chattopadhyay