What does the unfolding drama surrounding Tiger Woods reveal about effective apology?
A quick update. Tiger Woods had a one-car accident outside his Orlando residence on November 27th. The mystery is why he three times refused to talk to police about what, on the surface, is a minor car accident. Three days later, he posted a statement on his website, which while not a formal apology, is sufficiently apology-like that it is worth analyzing.
As you all know, I had a single-car accident earlier this week, and sustained some injuries. I have some cuts, bruising and right now I'm pretty sore.
This situation is my fault, and it's obviously embarrassing to my family and me. I'm human and I'm not perfect. I will certainly make sure this doesn't happen again.
This is a private matter and I want to keep it that way. Although I understand there is curiosity, the many false, unfounded and malicious rumors that are currently circulating about my family and me are irresponsible.
The only person responsible for the accident is me. My wife, Elin, acted courageously when she saw I was hurt and in trouble. She was the first person to help me. Any other assertion is absolutely false.
This incident has been stressful and very difficult for Elin, our family and me. I appreciate all the concern and well wishes that we have received. But, I would also ask for some understanding that my family and I deserve some privacy no matter how intrusive some people can be.
What Does Tiger Want?
Let's stipulate that Tiger Woods has a number of goals. He wants to protect his privacy and his brand. His sports endorsements depend on maintaining his reputation as a squeaky clean athlete. He certainly wants the media to leave him alone.
His strategy of hunkering down is entirely the wrong thing to do. Woods needs to acknowledge he has a crisis and he needs to manage it. Two principles should guide him.
First, Woods is only as vulnerable as his secrets.
Two, in a world where nothing stays hidden for long, he needs to act as if he has nothing to hide.
The best strategy in cases such as this is to tell the truth and be forthcoming. The media love cover-up stories. Woods should tell it first, tell it straight, and tell it all. Until he does that, the media will keep the story alive and the facts will dribble out in a firestorm of negative publicity in a way that keeps Woods playing catch-up. It's going to come out anyway, so it's in Woods' best interests to get out in front of the story.
The best way to make the media go away is not to resist. The media love resistance and conflict. It takes two to have a conflict. If you refuse to resist, the media will quickly lose interest and go on to the next car chase.
What is Tiger Protecting?
These things rarely end well. Woods is trying to protect himself from something embarrassing. But public figures make a bargain when they profit so immensely from public adoration. Tiger Woods is by all accounts the wealthiest athlete in the world.
People look to Tiger Woods for a certain narrative. The car crash has disturbed that narrative and now Tiger Woods is struggling.
I suggest that he is better off by being direct and specific, expressing remorse, accepting responsibility, making restitution, and promising not to do it again. He's already done two of those things.
Will there be a cost to all this? Absolutely, and he has a right to be anxious about the consequences. But his present course also has consequences and I argue it will be much more costly in the long run.
Tiger Woods wants to control what is uncontrollable. Real courage and honor now comes from telling the impeccable truth.
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