I haven’t spent much time studying the Tiger Woods situation. I gave my opinion when the story broke to those who asked me. My main thinking was that he should have acted faster, but it was clear that he couldn’t say more early on because he knew the story was deep, and riveting and very damaging.
Fast forward to this morning and I will admit that I expected very little. Even with this low level of expectation, I was struck by how unfulfilled his statement left me. He didn’t shed any light on the Thanksgiving crash, and he largely figured out ten different ways to say he was sorry.
As I thought more about it, I realized that it didn’t matter at all what he said. We all knew he was going to be extremely apologetic and disappointed in himself and that he let his fans, friends and family down. But in my opinion, the details didn’t really matter.
Because he has been virtually silent for the past three months, most people have already made up their mind about him. Everyone is disappointed in him – he has lost an opportunity to deeply transcend his sport. Some will never forgive him and always view him as an adulterer. Many have already forgiven him -- he's a golfer, so let him continue to be one. Still others will say: Let him go play golf with former president Clinton and learn the art of discretion.
Today, Tiger Woods had to make the obligatory mea culpa. He and his people chose the prepared statement vs. Barbara Walters or 60 Minutes.
Everyone will remember that he looked stiff and uncomfortable and that he apologized – a lot. That’s it.
He had to say “something” so that he can move on. And he had to sound somewhat genuine and not say anything ridiculous like, for instance, Mark McGwire did about steroids.
All Tiger had to do was tee-off and hit in the fairway – between the ditches as my brothers and I say. No monster drive was required. And he didn’t deliver it.
Now he can move on. Each public step after this will be geometrically easier – which is all he needs right now.
--John
www.miamipublicrelations.com
