Celebrity endorsements present opportunities and threats to top sports brands. Golf great Tiger Woods was leading the world in product endorsements until personal revelations stunned the public and damaged the golfer's pristine image. Write a report on the role public relations played in responding to the negative publicity, and be sure to answer the following questions: How did top brands react to the bad news? What public relations tools did management teams use to conduct damage control? Was the golfer's public strategy proactive or reactive? What was the primary public?