Tiger Woods, Live on NBC?!

It seems very ironic to me that Tiger Woods’ so called “Press conference” was aired on NBC when both brands are facing major image problems as of late. They are both digging their own graves as I have mentioned in previous postings. I’m very surprised that NBC aired Tiger’s “press conference” live, without tape-delaying it until the 8pm primetime slot. I’m sure the intention was there, but the communication broke down somewhere in the chain.

After watching Tiger face family, friends and a carefully selected group of people to fill the remainder of the room, this wasn’t a press conference, but rather a well scripted, well rehearsed statement by Woods and his public relations staff. In my opinion he fell flat on his face with the deliverance of the speech. I don’t think anyone is surprised by the message or the content Woods discussed, but spitting out the rehearsed lines like a freshman in high school, irritated me. There are multiple things Tiger could have done differently in trying to regain the faith of the American public.

First of all, sitting down would have made the “press conference” more relaxed and would have had a more intimate feeling, while standing is letting the people know who has the podium and basically says, “All eyes on me” which is the exact opposite of what Tiger wanted to achieve. I will give him props for forgoing the tie at Friday’s affair (pun intended). Losing the tie, making this a business casual appearance, makes him appear soft,where as a tie makes him look a little stiff (again, pun intended).

Second of all, Tiger spent two years at Stanford University, which is one of the top rated academic institutions year in and year out. He has been exposed to the camera since he was child, making appearances on shows like, The Price is Right. He has always been cordial with reporters after a round of golf (not so much during) but he has always portrayed himself as an educated man who speaks very articulately; at least until today. The tone in which he delivered his speech reminded me of the speech class I was forced to take as a freshman…a freshman in High School. It was absolutely atrocious to sit there and watch him stumble over his words, and know that these were strategically placed stumbles to give the impression as if it were “off the cuff, and from the heart.”

I am personally more willing to forgive someone who seems like they are delivering a heart-felt message instead of Tiger’s approach which was to sound illiterate, young, and act like he didn’t know any better. He sounded as though he was still a virgin in front of the camera, and he seemed bothered that this was broadcast nationally on live television. As far as the connotation of the word virgin, we’ll just have to let that story develop…

Luckily for Tiger, he didn’t have to impress me; he was after media personalities, and sports journalists from reputable publications. Moments after Tiger concluded his speech, Bob Costas of NBC was weighing in on the subject matter. His “Professional opinion” was that Tiger’s overall message was “Heart-felt and genuine.” From a public relations perspective, hearing Bob Costas speak so highly of Tiger’s speech, was music to their ears. Mission accomplished! It is not Tiger’s responsibility to convince us that we need to provide him with a second chance. The media personalities, journalists, and sports talk radio hosts will attempt to convince us to put this entire saga behind us and move on.

With all that being said, I just pray that John Canzano does not share the same opinion as I do, as I would hate to give that man any sort of journalistic credibility…

Tiger Woods Latest Statement

Where does Tiger Woods’ allegiance lie?

Tiger’s Image has taken some pretty brutal punches from the media which is expected, but I did not expect his fans to react the way they did. Tiger is one helluva golfer, but that image of him fist pumping (not to be confused with the type seen on MTV) on the 18^th at Augusta National to win another major championship has been lost in his inability to “keep a wrinkle in it” (Quote courtesy of Mrs. Murray). I’m not condoning the behavior by any means, but Tiger only needs to answer questions and face scrutiny from his family and friends. He has absolutely zero obligations to answer questions and take the criticism from his fans.

We all became fans and fell in love with Tiger Woods because of his ability to punish a golf ball off the tee, his precision ball striking ability with his irons, and his ability to stand up to Nike by telling them that they make inferior putters. Tiger’s, Scotty Cameron putter made by Titleist®, and his black Ping® grip is a staple on the PGA Tour, and his faithfulness to that putter has never been in question. Sure, he has shopped around for something better, but always comes back to the best putter in the game. We should not be surprised by his behavior, as he couldn’t even commit to Stanford for four years; he left just after two years.

We were never allowed into Tiger’s life beyond what we saw between the tee box and the green, and it should stay that way. The only time Tiger would need to answer to his fans, is if/when he gets caught taking performance enhancing drugs. Disobeying our trust on the golf course is definite grounds for termination, but committing adultery is for him and his family to judge, not his fans.

The brand that has become Tiger Woods will never be the same, but he can take certain steps to rebuild his empire. In 1993 Charles Barkley came out and expressed that Athletes should not be considered role models. Soon after the statement, Nike released a commercial starring Barkley which helped save his image. He ends the commercial by saying, “Just because I dunk a basketball, doesn’t mean I should raise your kids.”

Since Nike is remaining loyal to Tiger, they should recreate this commercial and air it during his first tournament back to competition. They need to end the commercial by focusing on Tiger’s career. “Just because I am a two-time U.S. Amateur champion, and have 71 PGA Tour victories, 14 of which are Major Championships, and currently rank #1 in the world, does not make me a role model. What makes me a role model is my dedication to the youth, and helping millions of kids realize their true potential through the Tiger Woods Foundation. I am pleased to announce that all winnings I receive in 2010 will go to helping the youth of tomorrow make their career dreams come true...that is, after Elin takes her 40% of course.”

Who wouldn’t support a guy who splits his paycheck between his charity and his wife?

Nathaniel Hawthorne’s 1850 classic “The Scarlet Letter” and the main character Hester Prynne, can relate to what Tiger is going through. Although Tiger hasn’t fathered any bastard children that we know of, he certainly has faced public scrutiny for committing adultery. Tiger will never have a to wear a giant scarlet “A” on his chest, but he will be constantly reminded by his family of the acts of infidelity, just like Hester Prynne had Pearl to remind her of her adulteress behavior.

“Charles Barkley: I Am Not a Role Model” Nike Commercial.