Tiger Woods is probably getting a lot of advice right now. Advice from friends, family, legal pros and most definitely his PR pros.

We all know the story; it started out fairly innocent. But, the crash, coupled with Tiger’s inability to provide a logical story about his behavior that night, unleashed the media—which many believe led to a quick destruction of Tiger’s previously flawless image.

However, in my opinion, it’s the events that followed the crash and Tiger’s silence, not the media, that led to the downward spiral of his image. Failure to talk, respond and “non-action” and the resulting spin leads to embarrassment, humiliation, prolonged visibility and a series of negative outcomes. Come on, it’s crisis communications 101.

After nearly a week of silence, Tiger’s PR pros advised him to tell his story—and quickly. Tiger issued a statement that said, “Personal sins should not require a press release and problems within a family shouldn’t have to mean public confessions.”

Ordinarily, I’d agree. However, Tiger, you’ve been living in the public light for years, your life hasn’t exactly been private—and now you want to pull the privacy card? It’s no surprise that media is digging for more details. It sounds like you’re hiding something—and media thrives on telling accurate stories to the public, it’s their job.

Now that Tiger has spoken, do you think the media storm will calm down? I personally don’t think it’s over. I think the media will bring this up again and I think the truth will come out. The only question is, will it be too late for Tiger to rebuild his reputation? Yet another celebrity scandal brings to light the importance of crisis communications planning.