VOICEBOX with David Coury

Tomorrow’s Tiger

February 18th, 2010

Tiger Woods will make a public apology tomorrow. A handful of reporters will be on hand to document his statement but will not be allowed to ask questions. What question(s) is Tiger afraid to answer? And is Team Tiger underestimating the fans? When you don’t take questions you have something to hide. Hiding or avoiding the inevitable will not an image repair. Facing the music will. So when? Not tomorrow. An apology is most potent when made closest to the time of the transgression. The potency of tomorrow’s carefully crafted appearance will come down to the words Tiger has been given to say. And these words, however manipulated, must show him to be human. Remorse needs to be on display because its very presence will be assessed and level of authenticity judged. What is very real is his ambition and addiction. How well the “what’s real” is told and sold will take a level of expertise off the course.

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