There are times when I feel embarrassed to be a commercial writer.

Predictably, Tiger Woods’ sponsors are feeling nervous. And they are spinning the truth like crazy.

Here is a statement from Gillette:

"As Tiger takes a break from the public eye, we will support his desire for privacy by limiting his role in our marketing programs."

I wonder who came up with that one.

More honestly, they might have said something like:

“When Tiger Woods behaves badly, it makes us look bad too. To protect our own image we will be removing any mention of him from our marketing communications.”

Why couldn’t they have said that? Why do they have to spin everything? What’s wrong with telling the truth about a tough situation?

Companies and politicians pay big money to create a positive spin on a negative message. And there are writers out there who make a good living by crafting these ridiculous distortions of the truth.

Is it any wonder we don’t trust what companies, celebrities and politicians say to us?

If only they understood the damage they do to the relationships they have with their customers, fans and constituents.

One of these days a celebrity or politician will have the courage to tell the plain truth. They will show their spin doctors the door and tap into the power of communicating with integrity and honesty.