And so Tiger Woods will officially “come out” tomorrow morning, live from PGA Headquarters, to appear on camera and, in all probability, publicly apologize for actions that have literally “crumbled an empire,” keeping him in seclusion since Thanksgiving. What about the venue? What will he say? What’s next? We were asked all this and more this morning on WDIV-TV 4’s morning show.
First of all, Woods’ stepping out of the shadows is a step in the right direction. And though he will be reading from a prepared statement, he will not be entirely hiding behind it, as has been the case up to this point. The venue and format also make sense—when you’ve been under fire, you naturally gravitate to friendly turf; limiting media and questions ensures control and decorum.
Some have questioned the timing, insinuating that Woods is out to usurp coverage of Accenture’s (former sponsor) tournament this week. What I think is more telling is the chosen day of the week. In the world of PR, you never hold a press conference on a Friday unless one is hoping to mitigate coverage over a weekend.
What will be perhaps most interesting tomorrow morning will be how Woods delivers his apology. From a content standpoint he will no doubt admit his failings and, in all likelihood, that he has a problem that he has sought professional treatment for. Less predictable is how he will look and sound. Will he come across emotional, contrite, believable? These intangibles, as much as the words he utters, will be key to whether his apology resonates or falls flat.
Finally, moving forward, Woods will need to walk the talk and conduct himself with the utmost professionalism both on and off the links. His next big test will be his first tournament back where hecklers, cameras and microphones will be out in full force. Can he deal with it, move on and play the game like he used to? Only time and his scores will tell.snorting viagra health Viagra Potenzmittel viagra patent levitra
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