Word: apologye
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For a guy who has made a career out of maintaining control over his emotions, Woods' apology seemed refreshingly wobbly. The nervous man at the mike was a Tiger Woods many people had never seen before. There was a catch in his voice, and his delivery was tense. The fact...
While his wife Elin Nordegren was a no-show - a situation that crisis professionals never think is optimal - he quoted her and went out of his way to defend her reputation, bristling at the suggestion that she might have hit him with a golf club. He owned up to all...
And Woods had the next best thing to a wife with him: a mom. The cameras caught Tida Woods looking down, barely able to watch her son during the unusually long apology, whether out of shame or compassion. "The ending hug with his mother may have been the most humanizing...
As for the Woods brand, the future is still murky. Like Toyota - which also has a problem with not stopping when it should - Woods kept reminding the public, I've done some good things and I'm doing everything to make sure that I'm reliable in the future; this...
Was it enough? Not to everyone. "For Tiger the brand, the apology is an epic fail," says Coombs. "It is too little too late. Many sports writers have mocked today's media event, saying no self-respecting journalist would attend because you can't ask questions. When the media mocks...