As Matthew Syed points out in The Times, the latest debacle surrounding Tiger Woods demonstrates "the dangers when the gap between pubic image and private reality becomes too wide."

While Syed suggests that Woods has only himself to blame, he also points out that the former World No 1's PR team created an image of perfection that was impossible to live up to. And here lies a lesson. Sooner or later, the chances of a perfect image unraveling must be pretty high.  It may also be that the public can relate better to personalities who reveal their flaws as well as their strengths.

So perhaps celebrity publicists should think twice before seeking to portray a completely flawless persona.