Word: nordegren
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...tournament, Augusta National Chairman Billy Payne gave Woods a brisk scolding. "I hope he can come to understand that life's greatest rewards are reserved for those who bring joy to the lives of other people," Payne sermonized before his press conference. (See photos of Elin Nordegren, Tiger Woods' wife...
Well, that was pretty fast. In December, when Tiger Woods announced he was taking an indefinite leave of absence from golf to try to repair his marriage to Elin Nordegren, breathless speculators figured he'd probably have to skip a whole year. After all, he had inflicted plenty of damage and had taken quite a hit himself. (See a brief history of the Tiger Woods scandal...
...press - in particular the paparazzi - to stay away from his wife and kids. The tabloid press has absolutely no rules; they could care less about his feelings or his family. I can't wait for him to go after some photog with a 9-iron. (See pictures of Elin Nordegren, Tiger Woods' wife...
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 that he had done to her and others in the room. "He had all the key elements of an effective apology," says W. Timothy Coombs, Ph.D., a professor of crisis communication at Eastern Illinois University. "I think it is important he noted his future behavior was the true mark...
Woods did not say when he will return to golf. This was probably a shrewd move, since he needs to prove to everyone that he is focusing on fixing himself and making things right with his family. The question is, How long will he wait? Like Nordegren, many companies may reserve their judgment about getting back into bed with him until they see whether he's being genuine. Unlike Nordegren, however, they will need to see him win some golf games before they're even tempted...