What's the half-life of the Tiger Woods scandal? It appears to be 12 months.
It seems that Tiger Woods' handlers have decided that a year in celebrity pergotory is long enough, and it is time to actively re-build his image.
It was a year ago this Thanksgiving that Tiger notoriously slammed his SUV into a neighbor's tree and lit a firestorm of scandal, and corporate sponsor retreat.
Since the crash, Woods has been winless, divorced by Elin Nordegren and dropped by corporate sponsors Gatorade, AT&T and Accenture.
But now, reports are that Tiger's on Twitter, writing op-ed pieces and appearing on radio programs--sure signs that he is trying to re-build his image.
Newsweek posted an op-ed piece by Woods this week titled, "How I've Redefined Victory." He is also has appeared on ESPN Radio's "Mike & Mike in the Morning." And, in a Tweet heard 'round the blogsphere, Tiger posted his first tweet in over a year: "What's up everyone. Finally decided to try out twitter."
That first tweet was carefully watched, with near a quarter of a million followers hanging on every set of 140 characters he pecks.
"Yep, it’s me. I think I like this twitter thing. You guys are awesome. Thanks for all the love."
"The best part about phone interviews is getting to wear shorts."
Celebrity redemption. One Tweet at a time.
Woods had just over 90,000 followers until that first tweet on November 17. Within three hours, he had added over 40,000 more followers, adding them by the thousands each hour--up to 231,878 as of this morning.
More likely than not, the media outreach by Tiger's camp is an attempt at a "preemptive strike" to get ahead of negative media coverage surrounding the one-year anniversary of the "Car Crash That Launched a Thousand Mistresses"--an event that many critics say has never been clearly explained publicly. While contrite, Woods has never been incredibly forthcoming.
"It's a positive step for him," said Mark Steinberg, his agent at IMG. "He's making the effort to do some things different."