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
Tell It Like It Is
February 19th, 2010
7:43 am
The TV newscasts have Tiger as the lead story over the terrorist who crashed the plane into the IRS building in Austin.That is an indication of his media power and the media sickness in our society. I want Tiger to break the Nicklaus record for major wins and leave the tour. He can play exhibition golf all over the world as he is a golfing icon. His golf game is impecable. Some of the white people on this blog need to get over your envy and rage. You will feel better.
RickB
February 19th, 2010
7:46 am
Tiger has gotten more press for his transactions than Clinton and the rest of the boobs in DC. He’s not making decisions that affect our way of life in the pursuit of the American Dream. But in DC they are making decisions that could ruin my life and my children’s lives. I’m sick of people idolizing these celebrities and athletes and making them more important than they really are. Tiger is a golfer; he affects not one aspect of my life, we love to build them up and tear them down. No one is perfect and no one will ever be. I’m my son’s role model, not some dumb jock.
Unreal
February 19th, 2010
7:47 am
I love the way everyone throws stones from glass houses. Have you ever done anything un ethical or immoral Jeff? Tiger owes us nothing, he owes his family everything. Get over it
JB
February 19th, 2010
7:49 am
Tell it like it is:…….. I didn’t know Tiger was black till all this happened. He has never been within a 100 miles of a “black’ cause. His dad was a stand up ’special forces’ bad ass who loved this country and saw good men and women, black and white die protecting her and standing up for her. Tiger is, or never will be into any kind of “cause”. I don’t think you’ve ever been to Augusta National and seen 100,000 “white” folks give him a standing ovation. They saw talent, not a black man.
SuperB
February 19th, 2010
7:51 am
As a member of the GWAA for many years, I have one comment: WHO CARES?
mrjimboolie
February 19th, 2010
7:54 am
I hope his soon to be ex-wife takes this loser for every dime he has. He’s a liar, a cheat and has NEVER had any class. If he never plays golf again, we’re better off for it.
Big Al
February 19th, 2010
7:58 am
When it comes to reporters asking questions, “Bish” has balls. The newer breed of reporter obviously does not.
SB Champs
February 19th, 2010
8:00 am
Todd-Dacula said all that needs to be said.
msd
February 19th, 2010
8:00 am
Tiger does not need anyone (least of all anyone from the media, who has no moral high ground whatsoever) atempting to be his conscience and telling him how he should handle his issues. None of your business, or anyone else’s. He is free to handle this how he chooses and live with the consequences of his decisions,but you have no right to preach what he “should do”. You have no skin in the game. You wonder why people the the media – it is crap like this – writing salacious garbage just for readership. You are in no position to judge or to tell him what he should do, adn we have no innate right to know the details of what he has done in his personal life.
Tell It Like It Is
February 19th, 2010
8:06 am
JB,
I have been to the Masters in Augusta and have witnessed white people stand and applaud Tiger’s game.I also heard some other things. However, I did recognize that he was a black man just as Fuzzy Zeller did. If you notice, I did say “some of the white people”. IT IS WHAT IT IS.
SickandTired
February 19th, 2010
8:12 am
Tiger owes the public nothing. He owes the game of golf everything he has and ever will have. He owes the game of golf respect with his conduct on the golf course and his conduct on the golf course is anything but gentlemanly. He curses, he throws clubs and he is neither cordial or appreciative of the fans that pay the way through purchase of products for sponsors that pay the purses. He has held himself up to a public image that we now know was a lie. He needs to play golf because that’s the only thing he does well. I hope he returns and plays well, I also hope that the sponsors and the media don’t stuff him down our throats and ignore the great game of golf and others that play it. He needs to divorce and then move to Vegas and nail every stripper in sight and tell everybody that’s what he loves.
ron
February 19th, 2010
8:14 am
I’d tell all of yall to kiss my @$$!!! Nothing but a bunch of hypocrites! My personal business is none of your business!
Dr. Phil
February 19th, 2010
8:19 am
Great golfer…lousy human being! Never get his respect back!
Marie
February 19th, 2010
8:20 am
Jeff what nerve members of the media have to demand Tiger answer questions about his private, sexual life. Did we not learn from members of the lamestream media during the sorry Bill Clinton saga that adultery was a private matter? That everyone lies about. And that it’s all okay as long as the man does his job.
Has any politiican caught in adultery been required to submit to a lengthy debriefing by the media about their adulterous affairs? To my memory after being caught, they stand at some podium with their “humiliated” wife standing beside them, they give a statement, and walk away from the podium without the media bombarding them with a bunch of questions.
What do you want to know Jeff?
Clay
February 19th, 2010
8:21 am
Jeff, you and those two economists need to go over your math. Todd in Dacula bought 2 pairs of Nikes and drank more Gatorade. Those companies couldn’t have lost billions. Todd, think before you type ….
Gen Neyland
February 19th, 2010
8:23 am
Tell It Like It Is : Let me tell you a story. Back in the 90’s, at Michael Jackson’s low point with his problems, a black guy I worked with said in conversation, “The problem is every time a black man makes it good, white folks want to tear him down.” That was a bigoted outlook with a built in excuse at MJ’s troubles and yours shares the same vein. It’ll never stop until we stop it one person at a time. Today, it’s your turn…
Tell It Like It Is
February 19th, 2010
8:23 am
SickandTired,
Judging from your little rant, you trully are” sick and tired”. Take a chill pill good buddy.
Too Easy
February 19th, 2010
8:25 am
IF he has an addiction, and IF he is in some sort of 12-step rehab program, it’s possible that he is meeting one of those steps by apologizing (you can bet he has done so already to his family). I’m pretty sure that holding a Q&A with the self-righteous media is NOT one of the steps. He doesn’t need anyone pointing out that he did wrong. That said, the only explanation needed is how he juggled all those women – out of the spotlight.
G-Money
February 19th, 2010
8:30 am
It is none of our business. If we feel let down,abused, or forsaken then we should never watch another tournament that he participates in. We can choose not to use any of his remaining sponsors products,and we can certainly choose not to care about one single word that comes from his mouth. The bottom line is I am a father of four children and it is my responsibility to raise my children with proper morals and values. For some reason our society has this moronic reasoning that just because these people excel at a certain sport or entertainment field and we are stupid enough to patronize them buy purchasing tickets, parking passes, concessions, and sponsors products, that we somehow have an ownership interest in these entities. The sad truth is that the fans are all pathetic saps who will continue to be taken advantage of. Tiger Woods and what he does away from the golf course is none of my business.I can use this as an example for my children to learn not to worship people, and idolize things, do not put your trust in man because inevitably he will disappoint you.
REALIST
February 19th, 2010
8:30 am
Maybe Tiger will come clean about the steroids….naaaa….Annika didn’t and he won’t either.
Tell It Like It Is
February 19th, 2010
8:35 am
Gen Neyland,
As your monika would suggest, you are still residing in the days of the ledgendary coach at Tennessee. I suggest that you retire to a room and listen the the lyrics of “Good Old Rocky Top”. LOL!!!!
Dr. Phil
February 19th, 2010
8:44 am
Tiger’s behavior is our business when most of his millions come from advertising and endorsements. Tournament winnings based on his talent are one thing, but when he sponsors programs for kids, tells us to buy Nike, Buicks, or razor blades, he is telling us to trust him and believe in his integrity. Tiger is a great golfer, but he is a manipulative twit and a liar. I think that he will self destruct on the golf course in the same way that he has destroyed his public image.
Clay
February 19th, 2010
8:45 am
gabeaux, your wife not a blonde, eh?
tim
February 19th, 2010
8:45 am
hey Schultz….this rant proves that you know very little about the human condition…we all no that you’re writings about football are skewed, biased and, most of the time, inaccurate. So Schultz just shut up and remind yourself that personal issues are just that personal weather it be Tiger Woods or any other citizen, and don’t give me that crap about Woods being a “public” figure. why don’t you let the public take a look at your personal life to see what goblins you’ve got hiding in your closet, and be sure you have issues that you would rather keep private just as we all do…I just want Tiger back on tour, and really don’t care about the flotsam of his personal life.
DW
February 19th, 2010
8:48 am
Whats strange to me is the fact that everyone says all these big companies lost a lot of money after this was made public so it affects them and their bank account so what Tiger did made it their business. Well I wish someone would tell me how much profit the companies and everyone else made for all those years before this happened, most likely way more than they lost. These people paid Tiger so they could use him to make more money and sell more of their junk. Everyone wanted to be his friend, get their picture made with him, whatever just to get close to him and his money and fame for their own profit and gain. The world is full of golddiggers and scum (big companies and people) that want to attach themselves to someone like Tiger so at the end of the day maybe they should look at their own moral values not just his.
Clay
February 19th, 2010
8:51 am
Right, REALIST, when he flew that steriod doc from Canada down to Orlando, Tiger just wanted his to show him how to properly ice his knee. Uh huh ….
Gen Neyland
February 19th, 2010
8:57 am
Tell It like It Is : Your response tells me you don’t wish to carry on constructive dialouge. Why..? Because your arguement is impotent and bigoted. You are comfortable in that zone and don’t wish for anyone to dispute your claim to ‘have it all figured out’…Have a nice day.
Ben's Hoagie
February 19th, 2010
9:00 am
Am I the only one who really does not care at all about this?
T
February 19th, 2010
9:00 am
Just tell me your playing the Masters. That’s the only thing my tickets and I need to know.
reality
February 19th, 2010
9:01 am
jeff – is there some real data to support the loss of revenue by nike and gatorade? i find it hard to believe that people stopped buying air jordans and quit drinking gatorade because woods couldn’t keep his pants zipped. more like they lost money because of the down economy and people refused to use discretionary income on their overpriced products, if truth be told.
shaggy
February 19th, 2010
9:02 am
Dr. Phil:
Do you own stock in the sponsoring companies? Do you hold up athletes, actors, and actresses to your children as “role models”?
You are just another media spoon-fed consumer, who obviously can’t think for yourself. I’ll bet you buy “branded” clothes from the thrift store in your neighborhood.
All I'm Saying Is...
February 19th, 2010
9:02 am
DW: Amen brother to what you typed. Companies have made huge gobs of money thanks to Woods, Accenture included, so please don’t cry any tears over their supposed loss.
Schultz:
You are typically a writer who makes sense but you’re off base with this one on so many levels.
1) “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.” — Those companies stock prices declined due to far more important reasons than inappropriate behavior by one of their paid spokespersons of which Nike and Gatorade literally have dozens. Any person with half a brain knows that so these ‘economists’ have zero credibility if they said the value was due to Woods.
2) Why did you bring Michael Vick’s name into this? He broke the law and killed dogs. Woods did neither. Not even remotely similar.
3) Outside of his family, Tiger Woods doesn’t ‘owe’ anyone anything sponsors included. If a sponsor doesn’t approve of his behavior or truly believes his behavior will hurt their company then they can do what Accenture did and end their relationship.
4) Public relations professionals will tell you that the best day to have a press conference if you want the matter to disappear from public view as quickly as possible is Friday. That’s because the business week is over, the news cycle slows as most media outlets don’t have folks working, and even consumers turn to family matters and watch less tv.
Finally, the one thing I agree with you on is that Woods is a public figure and one who decided to use his image to generate endorsement income. This is why his personal transgressions were newsworthy. Now that the scandal is fully out there, in my view, the story is stale. If he wants to orchestrate his apology and return to golf, then so be it. No one has to like it or participate in it but he does not owe anybody outside of his family anything.
Tell It Like It Is
February 19th, 2010
9:04 am
Gen Neyland ,
Ditto my friend. You must be looking at yourself in the mirror.
john daly
February 19th, 2010
9:05 am
tiger – tell them to mind their own business
Dr. Kenneth Noisewater
February 19th, 2010
9:09 am
i more interested to see what the other PGA golfers have to say after TW’s speech. he should’ve done this months ago instead of letting the drama build up.
shaggy
February 19th, 2010
9:10 am
Letter to Tiger: Keep your mouth shut, and go play The Masters. That is all your real golf fans want of you. Just play golf. Let your critics (read: moronic journalists like JS or his crew) pick up a club and beat you, if they can. It is just about golf and the real golf fans don’t want to get involved in your marriage or lover’s quarrels. We just want to see you tee em up.
Jorgey Porgey
February 19th, 2010
9:14 am
All of you people have no life. Schultz, once again you have proven you are a complete hack. He did NOT hurt the game of golf in any way, and it sickens me that his actions are being called to task like this when so many other golfers are known to have a similare lifestyle.
…and as far as children are concerned, if their stupid parents allow them to “idolize” Tiger or any other athlete, then they are the ones who should have to answer questions…………..
Starring Kam Fong as Chin Ho
February 19th, 2010
9:15 am
What if all this fooling around has been a detriment to his golf game? What if he now REALLY focuses on making his golf game the best it can be? What if he wins 11 of the next 16 majors? My guess is the sponsors that dropped him and the journalists that damned him will come running back, hat in hand. I don’t care who he beds down, it does not affect me in any way, shape, form or fashion. But I like to watch what he does on the golf course. If your kids idolize an athlete, then you are not the parent you should be. Your children should look up to you, not some stranger with a gift of athletic ability
ken R
February 19th, 2010
9:16 am
Wow! where do I start, first of all as a Tiger Woods fan my wife & I were very disappointed in him as everyone should be.
There are several things that boother me with this article, If Gatorade and other sponsers lose Billions ( which I doubt ) it’s because star struct people are stupid for drinking or using a product because someone you like told you to do it.
If Woods told you to jump off a cliff would you do it? Just look at Hollywood and all the star struck morons who think that movie stars are Gods. Blame the ignorant people who aren’t smart enough to think for themselves when it comes to purchasing products or tickets to an event.
Everybody made money off of Woods and now they are crying the blues, too bad!
The wackos in Hollywood cheat on their partners all the time and usually average about 3 marriages, and guess what, you still go to the movies and pay to see them. I know this blog will pi$$ some of you off because you fall into this catagory, that’s your fault and nobody elses.
Stupidest post on the whole thread
February 19th, 2010
9:17 am
Sean
February 18th, 2010
10:45 pm
Tiger doesn’t owe you anything Jeff. He doesn’t owe me anything. Get out of the newspaper biz long enough and you’ll find that’s true. The hell with your story.
Find a pair and write something insightful next time. Tiger lost his dad and his mentor a few years ago. It’s been downhill from there. Always angry, he’s a child in a man’s body. Why do you think he doesn’t say much?
Anyone not busy riding the guy’s coattails can see it.
Best post on the whole thread
February 19th, 2010
9:20 am
Mike W
February 19th, 2010
7:23 am
Where have you gone, Jack Nicklaus? A nation turns its lonely eyes to you!
DW
February 19th, 2010
9:20 am
I’m glad that Tiger is not going to take questions from the news and sports media also. I would hate to hear the media make fools out of themselves again and ask some of those Hard Questions that they are famous for like, Why did you do it?, What were you thinking?, Did you do it all night long? Can you list the positions you used? Can you supply us some pictures? Please tell us something, anything so I have something to report on and put on the Breaking News Section. Idiots!!
A guy with deep issues
February 19th, 2010
9:22 am
Tell It Like It Is
February 19th, 2010
7:43 am
The TV newscasts have Tiger as the lead story over the terrorist who crashed the plane into the IRS building in Austin.That is an indication of his media power and the media sickness in our society. I want Tiger to break the Nicklaus record for major wins and leave the tour. He can play exhibition golf all over the world as he is a golfing icon. His golf game is impecable. Some of the white people on this blog need to get over your envy and rage. You will feel better.
DW
February 19th, 2010
9:28 am
ALL I’m Saying Is… and ken R, tell it like it is!!
Jim
February 19th, 2010
9:33 am
The similarities between Tiger and Micheal Jackson are scary. All Tiger needs to do his start lightening his skin.
gdawginkalamazoo
February 19th, 2010
9:33 am
Tiger doesn’t owe the general public anything. He owes his wife and children everything IF that is what he truly wants in life. Otherwise it is his life to live in the manner he chooses tho live it. If his sponsors don’t like the way he lives his life then they can drop him. If the shareholders don’t like him as spokesman then sell your stock. Every investment that you make in somebody else is subject to a loss with no guarantees. Should he apologize to his sponsors? Sure he should. Fans? sure he should. Will he? Probably in some uncontrite manner. This all goes to your character as a man. Evidently he has none and probably never will. For the future he will probably go on to get all the records he wants out of his golfing life. Money he won’t ever have to worry about. Being the greatest golfer ever? No question about that. Greatest husband ever? Doh! Dad? Doh! Not setting a good example for his children. Elin should do the same thing the Govenor’s wife from SC did. Hit the road.
Gen Neyland
February 19th, 2010
9:44 am
zoodawg is spot on. That’s as near to the bottomline as one can get. Now our good friend, Tell It Like It Is, will inject the race card but then again, Tell It Like It Is is all about angles, not substance…
gdawginkalamazoo
February 19th, 2010
9:45 am
Maybe Tiger will let us all know which mistress helped him to lower his handicap the most. Does a porn star lower it three strokes and the waitress from Denny’s two strokes? Or the other way around since breakfast is the most important meal of the day. Foreign super model one stroke? Stripper 1.5 strokes? This is the kind of stuff we want to know. I could save a lot time at the practice range and have more fun lowering my handicap. If it is just one stroke per mistress then that would trim my score to scratch. And hopefully that would be the only thing that involves a scratch. Will anybody actually shake Tiger’s hand at a golf tournament anymore? I mean with out asking the question “Where has your hand been today Tiger?”
Over-under on how many times Woods says 'sorry': 5 1/2 | Jeff Schultz
February 19th, 2010
9:47 am
[...] already know what I think. I believe Woods is either getting bad advice or not listening to good advice. He seems less concerned about contrition and the healing process than he does controlling a [...]
Paul in RDU
February 19th, 2010
9:48 am
Jeff – I hope that Tiger is not having this “press conference” because he thinks he has to rehabilitate his image – that should be way down his priority list.
I question the analysis by the UC-Davis profs on the loss to the shareholders of Nike et al.
Nike’s and Accenture’s stock prices are flat since 12/1/09 and pretty much track the S&P500