19
Feb
2010
Today Tiger Woods exchanged his red power shirt for a button down and blazer as he apologized to the world for his extramarital affairs. Commentators everywhere have their varying opinions about his statement, but as a communications professional I have my own.
In crisis communications, timing is everything. For Tiger, waiting three months since the alleged infidelities surfaced actually may help his long term career. Unlike many politicians (who have been quick to ask for forgiveness in order to save face), Tiger actually spoke to how he is working to change his behavior, rather than fake sentiments about what he plans to do in the future. During today’s press conference, Tiger spoke longer and at greater detail that I expected; focusing more on apologies, and touching little on his golf career.
While some have criticized Tiger for not answering questions from reporters, I don’t think his move was inappropriate. As he stated in the press conference–much of the details about his affairs should be discussed with his wife and not the media. The point of his press conference was to show remorse, explain his plans to change in the future, and prove he’s working towards a future comeback in the sport.
It’s important to remember- crisis communication cannot undo a crisis; it simply helps heal the crisis faster than it would on its own. And, like Tiger mentioned in his statement, no amount of communication can heal his marriage. Like Elin, all of us will wait to see if his actions will change. Will Tiger be all talk? Only time will tell.
top
