The apology

Tiger, if you wanted to apologize to your clique, why not invite them over to your place for crumpets and tea?

Friday’s feeble attempt at a “press conference” was sad. It did nothing to make me like Tiger any more than I had before.

Friday evening, I watched Campbell Brown’s coverage of Tiger’s apology on CNN. Producers crafted a segment of clips highlighting  some of the most recent prominent “playas,” who have had those roaming eyes and other roaming body parts.

The title of the piece was something about ”The Mistake of Adultery.” Calling adultery a mistake is a joke to me! A big laugh out loud joke. A mistake is something that you do when you don’t know right from wrong or you knew what you wanted to say, but had a mishap – a typo, if you will.

People, please don’t get it twisted. Adultery is not a mistake. Tiger is now part of a fraternity with his playa pals who have KNOWINGLY committed adultery and cheated on their spouses! He knew what he was doing! I don’t understand how you can say you love your wife and family, then in the next breath, apologize for having inappropriate relations with multiple women. If you are happily married, as you say you are, why are you looking for some extra party? I don’t get it. Maybe you all can help me out on why men and women cheat on their spouses.

All the media hype made me so sick! And I am the media! I mean, really! The major networks treated Tiger’s apology like he had the solution to end the nation’s current recession. Tiger apologized! Whoopdedoo?! He staged this apology the way he wanted it. Everything was on his terms. The only people present were his team of friends and supporters.

In my marketing classes, we learn about the importance of crisis communications. I don’t know who was advising Tiger because this “apology” was so late. You are supposed to come out first, ahead of everyone else! This helps to eliminate the false stories, speculations, more accusations, etc.

Tiger’s transgressions placed him in a tricky spot with his sponsors. Nike has stood by him, Accenture not so much. These corporations have to look at their brand values, images, products, messages and see how a crisis will affect the core of their operations.

I salute Elin for being ghost. That’s right girlfriend! Tiger was not thinking about her when he was enjoying all that “entitled” action. So, why would she be present at this wack press conference holding his hand?! Great job! Elin made Tiger handle the repercussions of his so called “entitled” actions alone.

Tiger said that he and Elin are working on their marriage. I do agree this is a personal matter. I do hope each party makes the best decision that will better themselves and their family.

I don’t even think Tiger knows when he will be back in the game. All the PGA tour officials are pulling all-nighters to figure out how to prepare for the game without Tiger. They should, because he definitely did not give any assurance that he would be back anytime soon. Golf fans, it might be a minute before you come out of hibernation. Just look at the bright side! There is always basketball and baseball!

Right now, golf should be far down on Tiger’s list of things to do. Forget about his public image, because I don’t care what anyone says, that is still in tact. Husband, father and son are the images that need his full attention for now.

SPEAK ON IT =)