MCILROY SHOULD LOOK BEYOND 'HORIZON' FOR PR EXPERTISE

Rory McIlroy, the top-ranked golfer in the world, yesterday withdrew from the Honda Classic tournament in Palm Beach Gardens, FL, halfway through his second round.  

Approached in the parking lot before leaving the golf course, the 23-year old McIlroy told the media that "I'm not in a great place mentally.  I can't really say much, guys. I'm just in a bad place mentally."

Speculation concerning McIlroy's sudden departure is widespread, ranging from problems related to his new Nike golf clubs (as part of his new endorsement deal) to romantic troubles with his girlfriend Caroline Wozniaki, the tenth-ranked women's tennis player in the world, to personality issues.  He must also now contain anger amongst fans who paid handsomely for tickets and were deprived of seeing him play.  TItle sponsor Honda and other advertisers also were left in the cold after their #1 television draw vanished from the scene.

Whatever the reasons for his decision, the blame for the withdrawal belongs with McIlroy.  However the blame for the widening fallout from the episode rests squarely with Conor Ridge and Colin Morrissey, who founded Horizon Sports Management, the Dublin-based company that has represented McIlroy since 2011.

After McIlroy left the course, it was reported that a Horizon spokesperson told the Golf Channel: “He’s not hurt. He’s not sick. And he won’t answer his phone. I don’t know.”  Then, an hour later, the PGA, the organization that runs the tournament, issued a written statement from McIlroy that blamed a toothache for loss of concentration that prompted him to withdraw.

The first rule of celebrity PR is to control the message.  In this regard, Horizon has failed their client miserably.  Controlling the message demands that the message be clear and singular.  Unfortunately, instead of a single message, Horizon is responsible for six separate messages.  

1. First, McIlroy's initial explanation about mental concentration.  
2. Second, the Horizon representative discounting any illness or equipment issue.  
3. Third, the same Horizon representative heightening tension and intrigue by stating he couldn't reach Rory on the phone.  
4. Again, the Horizon rep making a fatal error saying "I don't know."  In any PR professional's lexicon, before digging your own grave by stating 'I don't know,' say 'No comment' instead.
5. Fifth, the seemingly back-pedaling and self-serving statement from the PGA revealing a toothache.  
6. The real reason, which the previous reasons 1-5 make doubtful will ever be known.

Golf's poster-boy for negative publicity, Tiger Woods, said after the incident about McIlroy, "He's just got to be more – just got to think about it a little bit more before you say something or do something."

Unlike McIlroy, Woods is not universally liked.  Although appreciated for his skill, Woods is a polarizing figure. McIlroy enjoys a pristine reputation among golfers and the public.   I would hope that his stellar conduct up to this point in time would provide McIlroy some measure of understanding amongst the media and the public.  Consider that, in a little over a year and a half, McIlroy embarked on a very public romance with Wozniacki, changed agents, relocated to the U.S. and remade his image with the biggest golf-equipment deal of this century with Nike worth hundreds of millions of dollars.  

Not likely.  And unfortunate, since given how events have played out with Horizon in McIlroy's corner, it's more likely the damage to his reputation will take a lot longer to improve than his golf scores.