The advice given to Tiger Woods by a slew of PR professionals over the last few weeks has had three phases. First it was “talk fast, to everyone, now!” Then it was, “you issued a statement talking about your ‘transgressions,’ that’s good, no need to do much more.” Now it’s just, “Wow, you’re in big trouble.”

As Howard Rubenstein told ABC News today, “He is beyond PR redemption. He is in public relations hell right now. There is not a PR man on Earth who can restore his image.” That’s about as clear as one can get on this situation.

The icing on the cake came yesterday, when Gatorade announced they were canceling their Tiger Focus brand. It is the first endorsement deal Woods has lost since the fiasco began. “The more women that come out and the more mistresses we learn about…the sponsors certainly have more of an evaluation going on, and there’s increased pressure for them to at least consider dropping him,” Mike Paul of MGP & Associates Public Relations told CBS News.

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