February 19, 2010 in Sports

Tiger Woods: Sorry for behavior, unsure of return

Associated Press
 
Associated Press photo

Tiger Woods pauses during a news conference, Friday, Feb. 19, 2010, in Ponte Vedra Beach, Fla.
(Full-size photo)

Experts give Woods statement high marks

Experts in communication and branding found Woods to be generally honest, remorseful and sincere in his remarks Friday.

They liked his focus on taking ownership of his problems and protecting and defending his wife and kid, but some wished he’d said specifically when he’d return to golf.

Some of their views:

John Sweeney, director of sports communication at the University of North Carolina, Chapel Hill School of Journalism and Mass Communication:

“I found his statement very human and very effective. The staging when first announced seemed calculated. However, when you saw that Tiger had to make these apologies directly to people while his mother watched, it took on a power and sincerity that couldn’t be questioned. His words were direct. None of the modern hedging and clever word twists that could be taken two ways. He took responsibility, showed remorse, and presented his behavior in stark terms.”

Laura Ries, president of Ries and Ries, an Atlanta branding firm: “He finally did it. He finally came out, apologized and showed his face. That was the most important thing, just showing up. Was it a great performance? No. But had he delivered too smooth a statement he would have been accused of being too slick. But don’t blame the media! You are the highest paid athlete in the world … The fact that the paparazzi are following you and your family — Boo-hoo. It’s your fault for not speaking publicly earlier.

The critical things that were missing: When exactly will he return to golf? And Elin not being there did say a lot. Nobody can blame her. But had she been in the front row with his Mom it would have helped show that she is taking a step towards forgiving him. …

He looked a little hunched over, a little beaten down, and partly I think that was a reflection of how he’s feeling about what he’s done and what he’s facing. He didn’t have much of an expression on his face, and he’s not a very good public speaker. His delivery was weak, he was stiff, and there were several fumbles. You could almost see on his face that it’s all been too much for him.”

Mitch Abrams, sports psychologist: “I thought he did great — he did as well as he could have. The main thing he needed to do was take ownership of what he had done, protect his family and deflect any responsibility or wrongdoing from his wife. The fact that he mentioned Elin by name several times personalized it.”

Rick Burton, sports marketing professor at Syracuse University: “What Tiger may have achieved today was giving the people who love him and who love the game the hope that things will get better. He seemed sincere, deeply embarrassed and ashamed. He looked rehearsed and I am sure he was, but this may have been a step in his therapy that was intended to be controlled.

This is part of a journey, a process. His words are going to get picked apart like the Gettysburg Address, but he spoke of his mistakes, his failings, his need to do things differently. My guess is he did say all the things armchair psychologists will want to hear.”

Bill McGowan, image consultant for Clarity Media Group: “I think he came off very Tiger-like, in that it was a little too rehearsed and a little too scripted for my liking. The more scripted you are, the more risk you run of not being authentic or sincere. I would have liked to acknowledge, ’I have some prepared remarks but I’m going to set them aside and talk from the heart.’ I would have loved him not to be reading anything. I was very aware he wasn’t wearing a golf shirt, he was wearing a dress shirt, no tie. I thought that was very planned. … Today should have been the complete and total purging, and I think by delaying facing some questions, he just extends this thing more. I think Tiger took his medicine, but in a way that was most palatable to him.”

PONTE VEDRA BEACH, Fla. — Tiger Woods re-emerged into public life Friday, issuing another apology for his infidelity at a closely scripted event and affirming he will play golf again — he’s just not sure when.

Speaking before a small group at the TPC Sawgrass clubhouse and a massive television audience, one of the world’s most-recognized athletes repeatedly told his family, sponsors and fans — in essence, everyone connected with him — that he was sorry for his behavior.

“I was unfaithful. I had affairs. I cheated. What I did was not acceptable,” said Woods, looking composed and speaking in a steady voice. His wife, Elin, was not with him.

As for coming back to the PGA Tour, Woods said: “I do plan to return to golf one day. I just don’t know when that day will be. I don’t rule out it will be this year.”

Like Woods’ career itself, the event demanded attention.

The golfer talked for 131/2 minutes at the clubhouse, home of the PGA Tour. About 40 people were in the room, including his mother in the front row. All sat quietly as Woods, a billion-dollar brand, spoke from behind a podium backed by a blue curtain. He used the word “sorry” three times and “apology” twice.

When he finished, Woods hugged his mother and she whispered in his ear.

“I said ’I’m so proud of you. Never think you stand alone. Mom will always be there for you and I love you,”’ Kultida Woods said.

Admitting he felt he “deserved to enjoy the temptations” that came with his fabulous success, Woods said he is solely responsible for his actions. “I am deeply sorry for my irresponsible and selfish behavior,” Woods said.

Woods said he was in treatment for 45 days and will return for more therapy, adding he has more work to do to resolve his personal problems.

Woods had not talked in public since his drove his SUV into a tree outside his home in Florida on Nov. 27, triggered shocking revelations about his serial infidelity.

As for his marriage, he said: “Every one of these questions and answers is a matter between Elin and me, issues between a husband and wife.”

“As Elin pointed out to me, my real apology to her will not come in the form of words,” Woods added. “It will come from my behavior over time.”

In Sweden, Elin’s father, Thomas Nordegren, saw Woods’ confession.

“I watched it but I have nothing to say right now,” Nordegren told The Associated Press. Elin’s mother, Barbro Holmberg, declined to comment through her spokeswoman.

Friday’s event was tightly controlled, with only a few journalists allowed to watch Woods live. The confession became a major television event with the networks breaking in to show it.

ABC’s George Stephanopoulos called the speech “one of the most remarkable public apologies ever by a public figure.”

Said golf analyst David Feherty on CBS: “The vast number of people just want their Tiger Woods back.”

Certainly, no other PGA Tour player could command this kind of attention.

But Woods has always been special on the course and in popular culture. Television ratings double when he is in contention, which has happened a lot on his way to winning 71 times on the PGA Tour and 14 majors, four short of the record held by Jack Nicklaus.

No other athlete had such a spectacular fall. Accenture and AT&T have ended their endorsement contracts with him, and Woods has become the butt of jokes on everything from late shows to Disney performances.

“I think that since Day 1, people that know him and people that don’t know him, what I’ve heard from most people is mainly, I mean there’s some anger in some corners, but mainly it is a sense of sadness,” PGA Tour commissioner Tim Finchem said. “He’s an American hero. And he’s had his issues.

“My personal reaction was that his comments were heartfelt. He clearly recognizes that there has been serious impact to a wide range of individuals and organizations.”

Woods’ statement came during the Match Play Championship, sponsored by Accenture, angering some players, including Ernie Els.

Stewart Cink saw part of Woods’ remarks before going to play in the tournament.

“I was moved by how difficult it seemed to be for him,” Cink said. “But it’s a big part of the process to go through that difficulty and to face up to what’s happened. And especially the hurt that other people are feeling, his friends and family.”

The companies that have stuck most closely by Woods, Nike Inc. and Electronic Arts Inc., reiterated their support.

“Tiger has apologized and made his position clear. Nike fully supports him and his family. We look forward to him returning to golf,” the company said in a statement.

EA Sports president Peter Moore said: “It was good to see Tiger address the public today, and we’re supportive of his focus toward family and rebuilding his life.”

Woods’ appearance drew reaction from all corners, even at the Winter Games in Vancouver.

“It’s a bummer, his personal life,” Olympic gold-medalist Shaun White said. “He’s trying to pick his words very carefully and apologize. I respect that.”

Veronica Siwik-Daniels, one of Woods’ alleged mistresses and a former pornographic performer, watched the event with her attorney in a Los Angeles radio studio. She said she wants an apology for the unwanted attention the scandal has brought her.

“I really feel I deserve to look at him in person face to face in the eyes because I did not deserve this,” she said.

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