Tiger Woods trying to control an uncontrollable situation
Tiger Woods can run but he can't hide from the fallout of the sex scandal. (AP photo)
Tiger Woods still believes this is not any of our business. In a perfect world, he would be correct. Because in that perfect Tiger Woods world, he would apologize to his wife, his children, the family members and friends whose lives he damaged with his actions, and then he would spend the rest of his days trying to rebuild bridges.
The problem: Tiger Woods doesn’t live in the perfect world. He lives in the real one. Because in the real world, he has hurt the sport of golf, the fans that follow it, the youth who idolize him, the sponsors that pay millions to support the PGA Tour, the networks that pay millions to broadcast it, and the other golfers who happily walk off the 18th green after completing a round of 65, only to face questions about Tiger and the porn star, or Tiger and the coffee shop waitress, or Tiger and the 12-step program to being satisfied with having a Swedish super model for a wife.
Two University of California-Davis economics professors recently estimated that stockholders of Nike, Gatorade and other Woods’ endorsement companies lost $5 billion to $12 billion in the wake of the sex scandal. That’s as public as it gets.
On Friday, Woods will speak. Sort of. For the first time since the National Enquirer broke Bimbogate nearly three months ago, Woods will hold a news conference. Except it won’t really be a news conference. There will be little news and no conference.
A few wire service reporters. A “small group of friends, colleagues and close associates.” One camera. Zero questions.
I’m having this visual of the Pope-mobile, with John Paul II waving from inside the walls of bullet-proof glass. Not that he had anything to answer to.
“A person of Woods’ stature needs to have a public dialogue,” said Sherri Fallin, a crisis management specialist at Duffey Communications. “The questions he might get [at a press conference] are very tough. But his communications people could prep him for that. To put yourself on the right track, you need to address the situation and have that two-way dialogue.
“This is America. Anyone can turn their reputations around. But you have to speak to the people. You have to be contrite and then talk the talk and walk the walk.”
Woods is all about image. That hardly makes him unique in the celebrity world. But he’s still trying to control the message, and it’s too late for that. Healing can’t begin if he keeps building walls around him.
Either he still hasn’t fully grasped reality, or his army of handlers dine at the same restaurant as Michael Vick’s defense team. Somebody’s still not getting it.
Golf needs Tiger Woods. He is sending the message it’s not the other way around.
His agent leaked word of the news conference during the first round of the Accenture Match Play Championship. His statement will take place during the third day of the tournament. Funny. Wasn’t Accenture the first company to drop Woods as an endorser? (For the record, Accenture said it was warned about the announcement. But that doesn’t explain the timing.)
Woods will read his statement from the clubhouse at the TPC Sawgrass, the Tour’s headquarters. But the PGA is mandating nothing in return.
“It’s selfish — you can write that,” Ernie Els told Golfweek. “I feel sorry for the sponsor. Mondays are a good day to make statements, not Friday. This takes a lot away from the golf tournament.”
On Thursday, Michael Buteau, the Atlanta-based sports writer for Bloomberg News, found himself rushing to the airport in Vancouver, where he was covering the Winter Olympics, to catch a marathon flight to Florida for Woods’ little gathering. “I’m missing men’s figure skating and luge skeleton,” he cracked by phone.
Buteau will be one of the select few in the room. But even he isn’t certain what he will get from it.
“They’ve said no questions during the press conference,” he said. “I don’t know if that means we can’t ask one after the formal part is over. … It seems very weird. But this entire story has been weird.”
In the perfect world, Woods’ infidelity is not our business. But we don’t live in a perfect world. Neither does Woods, even if he doesn’t seem to realize it.
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212 comments Add your comment
Warren Buffett
February 18th, 2010
9:16 pm
Tiger cost me over 6 billion. Or about $6 per bimbo.
Ted Striker
February 18th, 2010
9:16 pm
Their transgressions were far, far different — no comparison whatsoever as to what they actually did wrong…
…that said, Tiger Woods appears more ham-handed at rehabbing an image than Mike Vick thus far in 2010.
On another note, when you hitch your wagon to one guy like those endorsement companies, this is the risk you take. Do you think they learned their lesson? I don’t.
Jeff Schultz
February 18th, 2010
9:17 pm
Golf Fan — For the record, I’m not looking for an apology from Tiger Woods. I’m looking for contrition and for him to be genuine, and that’s hard to imagine, given the circumstances.
bTiger Woods trying to control an uncontrollable situation | Jeff … · Golf Courses
February 18th, 2010
9:18 pm
[...] unknown wrote an interesting post today. Here’s a quick excerptTiger Woods will hold his first public news conference since a three-month-old sex scandal but the golf star is not expected to take questions. [...]
Jeff Schultz
February 18th, 2010
9:18 pm
“Chef” — Sorry to hear you weren’t on the invite list.
Jeff Schultz
February 18th, 2010
9:19 pm
Toots — I don’t disagree with anything you wrote. But then, I never disagree with you. Except maybe about Pete Rose.
Neda
February 18th, 2010
9:20 pm
“No man is an island, entire unto itself.” – John Donne.
It’s incorrect to state that what Tiger Woods does has no effect on the rest of us. It does. He has shamed us all.
Chris FitzGerald's lover WP75
February 18th, 2010
9:21 pm
Tiger should hire Bill Clinton as his spokesman and the people blasting Tiger would retreat and say it is his business what he does just as they did when Bill brought his raunchy scandal to the White House. Also, Jeff why don’t you and the AJC highlight some celebrity supporting the murder of babies such as Joy Behar or any left-winger advocating this hideous act and publish an article on them everyday condemning their murderous behavior. That would be more useful than blasting a private citizen for his bad behavior. Who really cares about Tiger’s pesonal love life? Let’s talk sports not bedroom antics.
.
February 18th, 2010
9:22 pm
Who cares…Tigers just another star that bites the dust….Pants on the ground..pants on the ground…..
Jeff Schultz
February 18th, 2010
9:23 pm
A waitress over Elin? Really — Oh yes, absolutely. I was in no way comparing Tiger’s transgressions with Vick’s. I was comparing the advice and strategy of their respective handlers. I thought that was clear.
Dr. Phil
February 18th, 2010
9:23 pm
Tiger is no Bobby Jones.
Todd - Dacula
February 18th, 2010
9:23 pm
Jeff Shultz, if you ‘feel’ that Mr. Woods is not contrite and genuine, thats fine; those are your feelings and no one ever question your feeling. However, you nor anyone else can question Mr. Woods feelings either.
If Tiger Woods feels regret and remorse for his doings, who to say that he is not contrite and genuine? Those are his feelings no one in their right mind knows what a person truly feels.
Lets just see what Tiger does after his speaks.
Don
February 18th, 2010
9:26 pm
Same old story. Black man gets rich in sports needs a white blonde loser to showcase.
Bronco
February 18th, 2010
9:27 pm
Tiger got caught thats why Tiger is repenting and also his wife was going to get a chunk of Tigers A$$ in the settlement
Todd - Dacula
February 18th, 2010
9:30 pm
Dr. Phil, comparing players from differt era’s is quite difficult; however, you are correct, Tiger is no Bobby Jones. I am sure Bobby Jones would have loved to have Tiger Wood’s golf game.
john holmes
February 18th, 2010
9:32 pm
ESPN is reporting Tiger has agreed to get a vasectomy and a experimental life-time condom…..
Ted Striker
February 18th, 2010
9:33 pm
Don @ 9:26: — I’ve said plenty of dumb things before but you’re seriously a doofus if that’s your way of thinking.
john holmes
February 18th, 2010
9:34 pm
Leaked opening line: “I’m a Tiger and I love pussy-cats”
MCook
February 18th, 2010
9:35 pm
Ya see Todd, the difference between you and myself and I’m sure others on this blog is…i don’t care what color Tiger is. He probably is the best golfer in this era. He just isn’t a quality person nor a role model, plain and simple. Get over it…
Jon
February 18th, 2010
9:35 pm
I wonder how he will take it when people yell in his back swing. Cause it will happen. Golf has more fan interaction than any other sport.
I personally hope he never wins another major. He doesn’t deserve it. He’s no where near the class act Jack and Arnie and others were. He’s the complete opposite.
TM
February 18th, 2010
9:43 pm
Tiger Woods has been in complete control of the media for the last 10 years. And that is the problem that got him into this mess. He has had no accountability.
I hope these “hand picked” media members don’t obey the “Zero questions” policy, but I bet none of them have the guts to go against Tiger.
Now, I hope Tiger get’s back on the course ASAP because I will watch him play golf. But his reputation has taken a MAJOR hit. And if all this does anything, I hope it cleans up Tiger’s attitude on the course. The swearing, club throwing and “untouchable” intimidation is complete BS and has to stop.
TallahasseeWrek
February 18th, 2010
9:45 pm
In a perfect world, people famous for acting or playing sports wouldn’t get a penny to endorse things unrelated to what made them famous. Then when famous people mess up, they could legitimately state that “it’s nobody’s business but their own”.
Mash
February 18th, 2010
9:45 pm
It isn’t just 14. There are dozens more that never came out. My guess is 50-60
PTC DAWG
February 18th, 2010
9:45 pm
As a casual fan of golf and Tiger, I COULD CARE LESS what he does in his spare time,
Anybody worried about this, doesn’t have much to worry about.
PTC DAWG
February 18th, 2010
9:46 pm
could care less, could not care less….you pick….
Elmo
February 18th, 2010
9:50 pm
It’s called spin control. One thing is for sure. The Press – most of whom write like they have absolutely no morals – will fawn and love Tiger. All the unwashed and ignorant will scream his name again…….
Todd - Dacula
February 18th, 2010
9:50 pm
MCook, I never meentioned race; assumptions. Tiger is no ones role model. Admired for what he or she does on a playing filed, but his personal life has nothing to do with golf. Charles Barkley put is in good perspective, parents should be the role models, not some athlete that you know nothing about. We assume athletes have good character.
Temper Tantrum Tiger
February 18th, 2010
9:50 pm
It will be fun to watch his tirades on the course. The heat he will feel this year will catch up to him and he will explode like we’ve never seen. Especially when a camera goes off or someone yells something while he’s about to tee it up. And he will deserve every bit of it. It will be funny to watch his anger. Cause he doesn’t believe he did anything wrong. Whatever he says will be total bs. The guy thought he was invincible. And has an ego the size of Alaska.
Chris FitzGerald's lover WP75
February 18th, 2010
9:53 pm
Question Who is the best African-American golfer in history? Answer Tiger Woods Question Who is the best Asian-American golfer in history? Answer Tiger Woods Give his mother some credit for Tiger’s ability. After all I may be wrong but I believe there have been more prominent Asian golfers than black African golfers. The point is don’t blame Tiger”s behavior on his race —he has more than one. His behavior is that of a man with little self control in his morals.
Mark
February 18th, 2010
9:54 pm
If he was truly sorry, he wouldn’t be coming back for at least 6 months. This is a joke. He’s a joke. What has he really missed? 1 or 2 tourneys? I hope his knee falls apart again.
defacto
February 18th, 2010
9:55 pm
Jay Bilas said it bes this morning on Mike & Mike, “Tiger has good people around him but I’m afraid he isn’t listening to their advice.”
Regardless of the titles he may win from here on out, his reputation and respect will never return to the level it was prior to these revelations. Ultimately, his arrogance will be his downfall as has been the case for so many others.
Whether fair or not, when one has the fame and fortune Tiger has enjoyed for so long, the individual will always be held to a higher standard. Had Tiger addressed the story in December, with contrition and some measure of humility, he would have emerged stronger and more respected. As it is, he will always be remembered for his silence in the face of crisis instead of his achievements on the course.
heywood jablomey
February 18th, 2010
9:55 pm
tiger will be on at 10 in the morning
but when he appears i will be snoring
nothing of substance will be said
his transgressions he must surely dread
this press conference will be really boring.
MCook
February 18th, 2010
9:57 pm
Todd, you don’t have to mention it, it’s obvious. Outside of that fact I happen to agree with the rest of your 9:50 post. Peace
Al
February 18th, 2010
9:57 pm
When Tiger says he’s sorry tomorrow, he’s only sorry he got busted.
Todd - Dacula
February 18th, 2010
10:00 pm
Mark, 6 months away from Golf for what? Whats part of golf did Tiger violate? So if you cheated on your wife, that means you would not report to work at Walmart for 6 months?
mike on lake hartwell
February 18th, 2010
10:00 pm
looks like, in that pic, that tiger put on a few LB’S.
guess he figures he doesn’t have any ladies to impress anymore.
but just think, he was an awesome golfer juggling a dozen chicks.
can’t imagine how good he’d be if he gets his personal life and
mind in order.
Mark
February 18th, 2010
10:03 pm
6 months to try and fix his marriage. Probably more like a year. You can’t compare his life to an average joe. That was stupid. I’ve never cheated on my wife. I have morals. Something Tiger never got from his dad.
Big Hook
February 18th, 2010
10:05 pm
Enter your comments here
R
February 18th, 2010
10:06 pm
If I remember correctly, Tiger was not able to show up to accept The Fred Haskins Trophy (The Heisman trophy of golf) which is presented to the best college golfer every year. He was a primma donna then and it has only gotten worse. It would not hurt my fellings if he never wins another major.
dawg 4 u
February 18th, 2010
10:09 pm
Any mention of the word “cheetah or cheater” anywhere near Tiger at this year’s Masters and the tournament officials will pull your badges and you will be banned for life at Augusta National. They have their image to look after too!
falcon21
February 18th, 2010
10:11 pm
Tiger got caught, a whole bunch of golfers have not. Let it go. He is still going to kick everyones azz on the tour.
Big Hook
February 18th, 2010
10:12 pm
If you read the Golf Digest article on Tiger’s mom and her being abandoned by her family and raised by relatives, her lost of love and distrust of people, you may sense where some of Tiger’s issues stem from.
Mark
February 18th, 2010
10:12 pm
Also Todd most of us have to work to support ourselves. That’s not the case with Tiger. So your statement was stupid.
Oz
February 18th, 2010
10:14 pm
Good luck finding them dawg 4. Are you going to throw out a whole group? Tiger is going to get heckled like no one ever before. And it will be funny as hell to watch.
West Coast
February 18th, 2010
10:14 pm
Arnie and Norman were just as bad. He is a guy that plays golf very well. I did not know that playing golf was a requirement for having good morals. Why don’t you haters take a break, most of you that are throwing the biggest blows are probably the biggest w#$$%e.
My name is CoCo and I'm Loco
February 18th, 2010
10:14 pm
We ready fo’ u n disgustra la tigra . I B keepin da fried chickens we me so da don take none. Keep it reeeeal.REAL BS
Ron
February 18th, 2010
10:16 pm
Actually Todd, if you go by the pga/usga rules, tiger should have been suspended several times for his profanity laced tirades along with the club throwing. A year off the tour for his last outburst in the last tourney he played in. But we know that would never happen.
Bruce Dudley
February 18th, 2010
10:17 pm
Hey look Tiger woods is just another human God created. With that being said,according to the bible in the book of Romans chapter 3:23 All have sinned and fallen short of the glory of God. This nation is a nation founded on christian principles the last time I checked. So who are we to judge Tiger Woods. The media and others associated with it built Tiger Woods to be invincible not God. He is just a human subject to human success or error. What he has done sexually is between him, God and his wife. We all are sinners and no one is perfect. We all have imperfections if we are to be true and real. So don’t judge. Lets keep our minds on real issues such as to rebuild Haiti and restoring peace in the world.Bruce Dudley,Dallas,Texas.
Mark
February 18th, 2010
10:21 pm
Bruce
That’s all fine if it was a couple of women. Tiger wrote his story and he will have to live with it. He’s a public figure and brought all this on himself. He should have one month away for each chick frolicked with.
Todd - Dacula
February 18th, 2010
10:23 pm
Mark, you obviously are the stupid one to suggest that Tiger Woods does not work to support his self; he just happens to make an insane amount of money with the work he does.
You suggested that this man shouls not work because he cheated on his wife )or more stupid, that eh let some of you red-necks down)…
Now. go and report to work at Walmart or the Racetrack Gas station…