How much is enough? After a career protected by legal, PR and security handlers, Tiger Woods again is again offering public apologies about his private life. Should he be done, or is redemption a 12-step process?
Tiger Woods granted his first TV interview on March 21 with ESPN’s Tom Rinaldi. While it was part of Tiger’s orchestrated return to the public world, he answered the three of the first seven questions by saying certain matters were private. He declined to say what happened in the accident beyond what was in a police report, why he lost control of his car and why he is in treatment. He was willing to talk about golf and the upcoming Master’s Tournament.
From a PR standpoint, no answer is not not enough. When you come forward to tell your story, you have to tell all of it. Maybe Tiger’s second apology will satisfy some fans, but will it be enough for those who are unsure of his sincerity and his rehabilitation?
It has been four months since the accident. Maybe the fans who like him as a golfer are ready to move on. And those who have not forgiven him for his infidelities will remain steadfast in their views. So the PR question is when is enough is enough.
Tiger’s situation is more complicated than most. He has to rebuild a golf game and a public persona, both of which have paid him well. If he hopes to be more than a competitor, he has to make the cut with fans and sponsors.
Tiger may have gone as far as he can go within the tight confines he operates. He is appearing at the Master’s, which closely manages its operations. He is speaking only with cooperative media: CBS turned down an interview when he and his managers would allow only five minutes for questions.
From a PR standpoint, the most important endorsement has to come from his wife. As Tiger says, Elin Woods “she had every right to be and I’m as disappointed as everyone else in my own behavior because I can’t believe I actually did that to the people I loved.”
If Mrs. Woods publicly states statement that she forgives him, his public image will greatly improved.
