UPDATE: Tiger Woods apologizes for behavior, unsure of return
Tiger Woods is scheduled to break nearly three months of silence today, but his return to the public eye will be brief, and he will approach the microphone on his own terms.
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The fiercely private star golfer, who owns a yacht named Privacy, hasn't given interviews or answered questions since crashing his SUV outside his Windermere, Fla., estate in the wee hours of Nov. 27 - triggering a tabloid frenzy over his extramarital affairs.
Now, seven weeks before The Masters - golf's first major of the year and an event Woods has won four times - he is re-emerging from his self-imposed exile.
At 11 a.m. ET Friday, Woods, 34, is scheduled to face a single camera providing live coverage via satellite at the TPC Sawgrass clubhouse in Ponte Vedra Beach, Fla. - close to the PGA Tour's headquarters. The Associated Press reported late last night it had obtained a letter by PGA Tour Commissioner Tim Finchem saying that Woods would return to therapy after today's address.
Three wire services and some pool reporters were invited to attend Woods' statement today -but they won't be allowed to ask questions. The rest of the news media, if properly credentialed, can watch on TV from a hotel ballroom a mile away. The choice of location and timing of the announcement angered some players competing in the World Golf Championships-Accenture Match Play Championship, 1,750 miles away in Marana, Ariz.
"I don't think it's very good," Englishman Oliver Wilson said Thursday after his second-round win vs. Rory McIlroy. "From a player's point of view, it seems very poor. You have a brilliant event, and the sponsor deserves a lot more. And for the (PGA) Tour to set it up (near) their headquarters, I just don't think that's right."
Finchem's letter to the PGA Tour policy board and other officials explained why Woods chose today.
"As we understand it, Tiger's therapy called for a week's break at this time during which he has spent a few days with his children and then will make his statement before returning," Finchem wrote. "Accordingly, there was very little flexibility in the date for the announcement."
Reputation management expert Mike Paul, president of MGP & Associates PR, says clamping down on the symbolic voice of the people hurts Woods' chances of gaining sympathy from the general public.
"The media would ask him questions we ourselves want to ask. If he denies that, it's not news, it's an advertisement," Paul says. "I tell my clients all the time: When you don't answer tough questions, you deny yourself the opportunity to repair your reputation by going through the fire. You must go through the fire."
Oprah option better?
So there will be no Alex Rodriguez-like Q&A with assembled news reporters, no Mark McGwire-like one-on-one, no therapy session on Oprah Winfrey's couch. Instead, Woods, agent Mark Steinberg of IMG and spokesman Glenn Greenspan are scripting a tightly controlled environment for this public appearance.
"I would have done Oprah. She was the perfect fit," Paul says. "This is a family issue, a marriage issue, a women's issue. If he had been able to win the hearts and minds of the female population, he would have had an easy time winning over the males. Because there's still a lot of guys saying, 'Let the guy play golf.' But there's not a lot of women saying that."
Since turning pro in 1996, Woods, the world's No. 1 golfer has won 14 majors - four shy of the record held by Jack Nicklaus. The PGA Tour, meanwhile, has capitalized on the "Tiger Effect" to boost prize money from $65.95 million in 1996 to $279.8 million in 2010.
So it was no surprise that when Woods and his team asked the Tour to arrange space in the clubhouse of the nearby TPC Sawgrass today, Finchem obliged.
But player Ernie Els told Golfweek magazine Wednesday: "It's selfish. You can write that. Mondays are a good day to make statements, not Friday. This takes a lot away from the golf tournament."
If the event seems like a presidential TV address, that might not be a coincidence. Ari Fleischer, press secretary to President George W. Bush-turned-crisis management consultant, formed a joint venture with IMG nearly two years ago.
Fleischer, who plotted McGwire's strategy as the ex-slugger returned to baseball as the St. Louis Cardinals hitting coach, and IMG did not return calls Thursday.
Similar to Rodriguez's first news conference after admitting to using performance-enhancing drugs, Paul says Woods would be better off allowing the news media to hit him with questions now.
Hit to image has been huge
It has been 2½ months since Woodslost control of his carefully crafted image. Wife Elin has been photographed without her wedding ring. Meanwhile, daughter Sam, who will turn 3 in June, and son Charlie, who just turned 1, have remained shielded. Many sponsors that made him the world's richest athlete - according to Forbes, he is the first to make $1 billion - cut ties or distanced themselves.
Accenture was the first sponsor to bail out after the sex scandal erupted, saying he was "not the right representative."
Woods is known to have a long memory. He has frozen out TV commentators such as Peter Kostis of CBS, whose comments have displeased him.
McIlroy, 20, an emerging star from Northern Ireland, says Woods "might want to get something back against the sponsor that dropped him."
Accenture spokesman Fred Hawrysh doesn't think Woods is trying to undercut the event. But the consulting firm "currently has no intention" of re-establishing a marketing relationship with Woods.
Whether you agree with how Woods has dealt with the crisis or not, there's no denying the damage to his once-gold-plated brand on Madison Avenue.
Woods posted the highest popularity rating in the history of the USA TODAY/Gallup poll when first measured in 2000: 88%. But after admitting to infidelity in December, his favorable rating plunged a record 52 points to 33% from 85%.
Besides Accenture, AT&T has dropped Woods. Procter & Gamble's Gillette and Swiss watchmaker Tag Heuer have suspended their campaigns.
Six sponsors have stood by him: Nike, EA Sports, Upper Deck, NetJets, TLC (which filed for bankruptcy protection Dec. 21) and the planned Tiger Woods Dubai resort in the United Arab Emirates.
Corporate reputation consultant Alan Towers applauds Woods for defending his right to privacy. But he thinks Woods should hold his head high today and avoid a groveling mea culpa.
"What did he do to us? I wish somebody would tell me," Towers says. "I'm not saying it was right. But statistics tell you that 50% of married people cheat. I enjoy watching him play golf. What he does off the course is none of my business."
Reputation experts such as Towers, who believe Woods and his team have handled the crisis as well as it could be handled, acknowledge the protective bubble put in place for today won't last forever.
Sooner or later, Woods will have to face hard questions from reporters and heckling from the galleries.
"With the right finesse, he could have stood there, answered every question within limits and never had to answer them again," Towers says. "Instead, he's got a lifetime of stonewalling ahead."
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