After seeing Tiger on air Feb. 19, it seems he has taken a good first step toward mending relationships with those he disappointed the most.

As crisis communications consultants, we know the time and effort it takes to repair a damaged reputation. In a situation like this, we craft the strategy, write the plan and prepare the client to face the public. We also prepare the individual or company for the inevitable criticism and skepticism.

Tiger was on the right track when he took responsibility for his actions and apologized several times during his 14-minute talk in highly controlled conditions: three reporters, one camera, no questions. He provided answers to some of the things that the public was curious about. And he denied any spousal abuse by his wife Elin and said he was working to repair their relationship.

Today’s address was consistent with Tiger’s way of doing business. His apology came off heartfelt and genuine. He could have scored more points by seeming more spontaneous than rehearsed. But he and his handlers probably decided that ad-libbed remarks were too risky for a guy who has carefully crafted his image over the last decade.

Carefully chosen words are not enough to settle matters. The individual or company must demonstrate progress to overcome the negative publicity from doubters and cynics, the news media among them. Handicapping Tiger is the low esteem he has with the general public; in a Gallup taken in December 2009, Tiger’s unfavorable rating was 61 percent among women and 53 percent among men.

Can he change the views of both sexes? Some women who commented immediately after the statement said they believed he was sorry; others were much less sure.

To face the public in something other than a locked-down ballroom, Tiger must first make good on what promised at the press conference: he is a changed man. He needs to complete his private rehabilitation, repair his relationship with his family, and then get back on the golf course to show us why we had so much emotional capital invested in him in the first place.

Professional golfer  Tiger Woods will make his first public appearance since his sex scandal broke in December 2009. In the days after his now-famous car accident on Thanksgiving, no less than 15 women came forward to say they had had sexual relations with the married father of two. Woods made a few statements through his Web site and then disappeared from ad campaigns, TV and golf greens.

Todd Templin, executive vice president of South Florida public relations agency Boardroom Communications, told a radio audience on Feb. 18, 2010, that it’s time for Tiger to come clean: “Tiger needs to answer whatever questions he can, and those he can’t, he should say so. This will help put an end to things. If he doesn’t do this, he’ll be dogged on the course and off for the rest of the year.”

Tiger’s rapid fall from public idol to the most famous wife cheater in the world was hastened by his lack of communication. Rather than face the crisis head on, he hid, leaving media outlets to speculate on his morals and fans to question their faith.  This goes against the grain of what reputation management crisis communications consultants preach to their clients who get into hot water.

Other athletes and public figures can take away many lessons from how Tiger mishandled the global media coverage. We posted on Tiger and how we handle crisis communications in early December and later that month.

Templin was  interviewed Feb. 18 on the Tiger Woods situation on Miami radio station WQAM 560, just one day before Woods’ scheduled press conference. Radio show host Will Manso asked Templin what Tiger will likely say and what he should say.

“Tiger will do what everyone expects: apologize to his wife, fans and sponsors for his behavior,” Templin said. “He will say he’s only human and that he sought help for issues he might have. He will say he knows he let people down and he’s sorry for that.”

To try to end talk of the scandal, Tiger will say it’s time to  focus on the future, Templin told the radio audience. “He will talk about his golf schedule for the coming year, but he probably will not take any questions.”

“If this all he does and his wife does not appear at the press conference, people will see through Tiger,” Templin told listeners. “The way he’s handling it is typical of Tiger — a highly controlled format with no opportunities to question him.

“Frankly, I believe he needs to do a full press conference ala Alex Rodriguez. When the New York Yankee answered questions about steroid use, he had his teammates around him and he took questions from the media.”