Some simple fundamental errors in crisis management have turned what could have been a routine car accidental into an international media circus.

Whether his moral compass is below par is one question, but the complete amateurishness with which his team treated the issue seems unforgivable. But it that true? I would suggest their hands were probably tied because they advise one of the most arrogant sports stars in history. He doesn’t listen and fires anyone who dares to have an opinion.

Throughout his career, Woods’ alienation of stakeholders has become legendary. Broadcasters were told to dance to his tune, promoters were required to fork out large chunks of appearance money, police escorts ring-fenced him on the links of St Andrews.

The public were asked to forked out billions of pounds to buy his good, while being told to respect his privacy… and don’t you dare ask for an autograph!.

Well now we know why.

Now we know that Tiger is a serial philanderer. And when the lurid allegations began to fly, the tabloids gorged themselves, frankly it is payback time. He has abused them on his way up and they are now taking their revenge.

By turning away the Florida State Troopers on three occasions and fobbing off the public, Woods and his handlers created an information vacuum into which wild speculation flowed.

Theories abounded that his wife had pursued his car armed with a three-iron, taking out several windows of his Cadillac Escalade as he attempted to make good his escape only to collide first with a fire hydrant before his inglorious progress was halted by a tree.

In the hours and days that followed, the disdain with which the media was treated by his spin doctors and lawyers and legal counsel, has only made the media dig deeper.

We are close to finding the number of mistresses is into double figures… a score Tiger never achieved on a golf course!

Trying to buy off one of the kiss and tell candidates, has only meant more have emerged to put their noses into the trough.

As one tacky tale followed another, Woods, acting on poor advice and misguided logic, cowered behind bland statements on his own web site, rather than confront the crisis head on.

“I am dismayed to realize the full extent of what tabloid scrutiny really means,” he wrote.

“But no matter how intense curiosity about public figures can be, there is an important and deep principle at stake which is the right to some simple, human measure of privacy.

“For me, the virtue of privacy is one that must be protected in matters that are intimate and within one’s own family. Personal sins should not require press releases and problems within a family shouldn’t have to mean public confessions.”

He has a point of course, but is it realistic to actually achieve complete privacy when you are the most famous man in the world? He can say it is unfair but to a certain extent when you reap the rewards of endorsements, the sacrifice is you have to behave in a reasonable way.

Woods is a richly talented golfer, with 14 majors to his name. . In 2008 he earned over US$100 million from winnings and endorsements. He is the world’s foremost individual sports brand with personal worth of US$1 billion. He is icon and role model. It is on this last point that the world feels let down..

On every main principle of crisis management, Woods and his team failed. failed. 1. Have a plan for when crisis strikes; 2. Tell your side of the story – quickly, honestly and accurately; 3. Establish and control messaging.4 Make friends with the media in the good times. 5. Allow your media advisor to give advice and listen. And tell him/her the whole truth.

One American commentator wrote: “The warning signs were there at least a week before it all started to unravel. The tabloids had linked Woods to New Yorknightclub host Rachel Uchitel, who was reported to be in the same Melbourne hotel as Woods while he was competing in the Australian Masters.

“Woods had time to ponder the impact of the two issues – first that the media sharks were circling over claims of a dalliance, and second the confrontation with a fire hydrant and a tree near his Orlando home.

“Woods ignored at least three opportunities to talk with police investigators about the incident. He delayed, losing opportunities to take control of the messaging. The delay aroused suspicion and media speculation grew.”

I don’t blame his advisors – as I said earlier, I suspect he didn’t listen. But by not being proactive quickly he has been overwhelmed by the negativity.

If you leave a gap in the market in media management someone will fill it – and the tabloids have had a field day at Woods’ expense.