On Tiger's Apology

On Friday, Tiger Woods apologized publicly for his personal transgressions. There have been countless reviews of his “performance”, and I almost hate to add to the fray. But as a communications professional, this is an example that can’t be bypassed without comment. I should disclose that I have been a Tiger fan since before he joined the PGA. I started watching televised professional golf mostly because of Tiger Woods, the phenomenon. His talent, athleticism, poise, and mental toughness have given me reason to admire and cheer him. Tiger’s personal meltdown Thanksgiving weekend was shocking. He had seemed so “perfect”. Record-breaking career, beautiful wife and children, impressive charitable works, and standard-bearer for the PGA… Then he… what? With who? How many? Huh? Ick. As information emerged, it was disorienting and sickening. So it was with great interest and a heavy heart that I watched Tiger’s apology on February 19th. Much media commentary immediately followed. The first two articles I read online completely opposed each other. One described his appearance as a “train wreck”. The other said his apology was “from the heart”. This highlights the fact that the effectiveness of any apology is dependent upon the receptiveness of the audience. I happen to be fairly receptive fan, but also a married woman. Both aspects result in me bringing bias to an evaluation, like anyone else. POSITIVE observations: · Tiger said, flat out, that he was sorry, and that he alone was responsible for his behavior. Both of these are basic requirements for any apology. · He got to the heart of it by saying, “I have made you question who I am and how I could have done the things I did.” Yes, you did. · “I still believe it is right to shield my family from the public spotlight. They did not do these things; I did.” Bravo, Tiger. · He asked for help from people who care about him. NEGATIVES, from my perspective: · Tiger went on the offensive about being “angered” by people thinking Elin may have attacked him. I think expressing anger about people’s reactions was not a smart move. Being upset or dismayed, shocked, or surprised would have been better. I think many of us are angry at Tiger, and don’t feel he has much of a right to feel anger back at us right now – given that he is the one who screwed up and has most hurt his family. · Elin wasn’t there. This was entirely her prerogative. But if his wife hasn’t found a way to forgive him, it makes it harder for us to do so. We women can’t help but think what we would do if this happened to us. Maybe Elin didn’t take a swing at him with a golf club – but I would have. Although some criticized his use of a scripted statement, I completely understand. Tiger went on TV in front of millions of people to humble himself. He knew his every word would be picked apart and evaluated. You don’t want to ad lib in this situation – you want to be prepared. It’s much worse to babble. Remember, Tiger COULDN’T tell us everything we wanted to know. He doesn’t know the answers yet himself.