The Tiger Woods “press conference” today proved why it was roundly criticized as an inadvisable approach for a first step in re-establishing his public image.
Woods may be applauded for finally facing the media and confronting a very embarrassing personal situation. That could not have been easy. But he failed today for two reasons: He spoke in a format that perpetuated the very same elitism he claimed to have shed, and he scolded the media for a situation he created.
If you’re going to speak to the media, preventing them from asking questions and then chastising them for doing what they do is usually not a wise strategy.
To the first point, reading from a prepared script made him appear stiff and robotic, though that’s nothing new for Woods. He said all the right words (congratulations to his speech writer) but the setting and format undermined the impact of those words.
A more effective strategy would have included a brief opening statement that conveyed the same carefully chosen words of contrition and humility, followed by a limited question-and-answer session. While the Q&A format would have surrendered control to the media, with preparation and practice Woods could have fielded those questions effectively and in the process conveyed the type of human qualities he needed to win over the public. By catering to one of the media’s most fundamental demands he would have shown respect for their jobs and received far less ridicule.
Woods said his mistake was allowing himself to feel entitled and special, and giving in to temptations because he rationalized that he could. But every element of today’s rigid format conveyed entitlement, and that he didn’t have to do things the way everyone else does. Again, the issue is control, and because he was unwilling to give any to the media, they will continue to doubt him and challenge him at every opportunity.
To the latter point, it is never an effective strategy to take others to task and cast blame when claiming to take responsibility and learn from mistakes. In this case, the entire reason for the press conference is to address lifestyle choices that Tiger Woods made. He repeated several times that he knows he created this problem and he was the one responsible for it. But he is also responsible for creating the situation in which he criticized media, or “paparazzi” as he said, for following members of his family. Woods was indignant and downright perturbed in describing his daughter being followed to school.
I don’t blame Woods for wanting to protect his family. Any reasonable person would agree that the scrutiny should only fall on Tiger Woods and that his family was off-limits. But he created that demand by disappearing from public view and hiding from his responsibility.
By not addressing it sooner Woods allowed the pressure to build. He made the point several times today that he alone was responsible and thus he alone—not his family—should be scrutinized.
Absolutely. But he didn’t choose to step up and own this in a timely manner, and for that he allowed his entire family to suffer the collective scrutiny of the “Tiger Watch.”
By chastising the media Tiger Woods devalued the carefully crafted words he spoke and sabotaged the genuine effect those words were designed to achieve. It is difficult to convince people you are remorseful and take responsibility when you cast blame on others in the process.
--Paul Kirk/ProLink Sports
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Friday, February 19, 2010
Thursday, February 18, 2010
Why Tiger Woods Owes More Than a Statement
The Tiger Woods statement to the media scheduled for tomorrow has quickly become this week’s polarizing issue in the sports world.
At odds, in simplest terms, are those who believe Tiger Woods owes the public more than an apology contained in a public statement and those who believe he does not.
The latter camp generally seems comfortable with the notion that because his indiscretions involved his personal life his only obligation is to his family. In the broadest sense, I somewhat agree—if he were just a regular individual in society.
We all know that Tiger Woods is not that. He is, and has been for many years, the No. 1 golfer in the world and one of the most globally recognizable athletes. That is the reason I would advise him to make his first public appearance in a far less controlled setting and allow questions to be asked.
Like many athletes and celebrities, Tiger Woods is surrounded by sycophants whose livelihood depends on being part of “Team Tiger.” This is hardly an arrangement that invites objective thinking. What he and others need most is a “conscience coach.”
Tiger Woods has already harmed his image and reputation by the choices he has made. He harmed it further by disappearing from public view and not facing the media sooner. To truly turn the corner he needs to rip the band-aid off, so to speak, and give the media the chance to ask him questions.
Is there danger in this approach? Will the media be thirsty for lurid details about which Tiger will not, and should not, speak? Absolutely. But that’s why you practice and prepare for such a press conference. Any disciplined athlete who can be coached on the field of play also has the focus and work ethic to be coached for these situations. It is the same coaching that would be required for an in-depth sit-down TV interview if that were the route he chose, but each would be more authentic than simply reading a statement.
Allowing questions to be asked does not obligate Tiger Woods to answer every one in the way the media would like. What it does is show that he is no longer hiding. To truly emerge from the shame and doubts he has brought upon himself Woods must show humility and remorse. It’s very difficult to do that when reading a prepared statement, even if the statement includes words to that effect. Taking questions and being patient with each is the way he begins to show there is meaning behind his words.
Is Woods required to do this? No. But unlike many athletes Woods has mostly been given a free pass from the media for his behavior on the course and his robotic personality off of it. Tomorrow’s tightly-controlled arrangement perpetuates the same elitist attitude that makes Woods appear only willing to go through the most minimal exercise to announce his return to golf and offer only the briefest of apologies to those he has disappointed, as if just checking things off a list.
But Tiger Woods owes more than that. The amends he needed to make with his family are most important, and he has had plenty of time to do that. Now it is time to apologize to the fans he has let down and the sponsors whose trust he has betrayed. Each has been a partner in making Tiger Woods the richest and most famous athlete in the world—a mantle he gladly accepted along with the money that accompanied it.
His popularity has been based not only on his on-course dominance but also on the assumption that he lived as virtuous and principled a life as his image promised. To separate those and say his off-course life was not a factor in his popularity is preposterous.
There are strategic communicators and publicists who would disagree and adopt a “circle the wagons” approach. At times this is necessary. But to do so in this case only enables the same behavior that led to his current troubles, and suggests that somehow the real problem is the media and the public.
The media and the public didn’t make Tiger Woods live the lifestyle he lived. They just want to see him show humility and say he is sorry that he failed to uphold the image he portrayed. The danger that accompanies tomorrow’s hit-and-run approach is that it will satisfy only a few, and will invite a greater cloud of scrutiny and distraction to hover over him for much longer than it would otherwise.
--Paul Kirk/ProLink Sports
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At odds, in simplest terms, are those who believe Tiger Woods owes the public more than an apology contained in a public statement and those who believe he does not.
The latter camp generally seems comfortable with the notion that because his indiscretions involved his personal life his only obligation is to his family. In the broadest sense, I somewhat agree—if he were just a regular individual in society.
We all know that Tiger Woods is not that. He is, and has been for many years, the No. 1 golfer in the world and one of the most globally recognizable athletes. That is the reason I would advise him to make his first public appearance in a far less controlled setting and allow questions to be asked.
Like many athletes and celebrities, Tiger Woods is surrounded by sycophants whose livelihood depends on being part of “Team Tiger.” This is hardly an arrangement that invites objective thinking. What he and others need most is a “conscience coach.”
Tiger Woods has already harmed his image and reputation by the choices he has made. He harmed it further by disappearing from public view and not facing the media sooner. To truly turn the corner he needs to rip the band-aid off, so to speak, and give the media the chance to ask him questions.
Is there danger in this approach? Will the media be thirsty for lurid details about which Tiger will not, and should not, speak? Absolutely. But that’s why you practice and prepare for such a press conference. Any disciplined athlete who can be coached on the field of play also has the focus and work ethic to be coached for these situations. It is the same coaching that would be required for an in-depth sit-down TV interview if that were the route he chose, but each would be more authentic than simply reading a statement.
Allowing questions to be asked does not obligate Tiger Woods to answer every one in the way the media would like. What it does is show that he is no longer hiding. To truly emerge from the shame and doubts he has brought upon himself Woods must show humility and remorse. It’s very difficult to do that when reading a prepared statement, even if the statement includes words to that effect. Taking questions and being patient with each is the way he begins to show there is meaning behind his words.
Is Woods required to do this? No. But unlike many athletes Woods has mostly been given a free pass from the media for his behavior on the course and his robotic personality off of it. Tomorrow’s tightly-controlled arrangement perpetuates the same elitist attitude that makes Woods appear only willing to go through the most minimal exercise to announce his return to golf and offer only the briefest of apologies to those he has disappointed, as if just checking things off a list.
But Tiger Woods owes more than that. The amends he needed to make with his family are most important, and he has had plenty of time to do that. Now it is time to apologize to the fans he has let down and the sponsors whose trust he has betrayed. Each has been a partner in making Tiger Woods the richest and most famous athlete in the world—a mantle he gladly accepted along with the money that accompanied it.
His popularity has been based not only on his on-course dominance but also on the assumption that he lived as virtuous and principled a life as his image promised. To separate those and say his off-course life was not a factor in his popularity is preposterous.
There are strategic communicators and publicists who would disagree and adopt a “circle the wagons” approach. At times this is necessary. But to do so in this case only enables the same behavior that led to his current troubles, and suggests that somehow the real problem is the media and the public.
The media and the public didn’t make Tiger Woods live the lifestyle he lived. They just want to see him show humility and say he is sorry that he failed to uphold the image he portrayed. The danger that accompanies tomorrow’s hit-and-run approach is that it will satisfy only a few, and will invite a greater cloud of scrutiny and distraction to hover over him for much longer than it would otherwise.
--Paul Kirk/ProLink Sports
www.prolinksports.net
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Saturday, February 6, 2010
Quotes from Ed McCaffrey and Rod Smith on Floyd Little & Shannon Sharpe
Saturday, February 6, 2010
Floyd Little—Pro Football Hall of Fame, Class of 2010
Former Denver Broncos wide receivers Ed McCaffrey and Rod Smith provided the following quotes to recognize today’s election of former Bronco Floyd Little into the Pro Football Hall of Fame as a member of the Class of 2010, and the exclusion of their former teammate Shannon Sharpe.
Rod Smith on Shannon Sharpe and Floyd Little:
“I’m very disappointed about Shannon not getting in because there’s not a more deserving person for his position. I know it’s inevitable that he will be enshrined in Canton one day, because that’s the class of player he was, but I don’t think he should have to wait long.”
“At the same time I take my hat off to Floyd Little because he’s a great guy and was the face of the Denver Broncos franchise for so long. He kept the organization in the national spotlight all by himself with the way he played. Today he is still an ambassador for the NFL and how you’re supposed to go about doing things as a person. It makes me proud to have him be the third Denver Bronco enshrined in Canton because he definitely deserves that.”
“Now we just need to get more Denver Broncos in there.”
Quote from Ed McCaffrey on Floyd Little:
“Floyd Little helped build the Denver Broncos in the early years, and created the opportunity for myself and others to come to Denver and play for a great franchise with the best fans in the world. I’m thankful for that and thrilled to see him finally recognized by the Pro Football Hall of Fame. Floyd was not only a special player, but is a man of great character and integrity. We are all proud to have him represent our Denver Broncos in Canton.”
McCaffrey on Shannon Sharpe:
“Shannon was one of the hardest-working guys I ever played with, and is unquestionably one of the greatest tight ends to play this game. I’m sorry to see he did not make this year’s class. He is very deserving, and belongs among the game’s very best.”
--Paul Kirk/ProLink Sports
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Floyd Little—Pro Football Hall of Fame, Class of 2010
Former Denver Broncos wide receivers Ed McCaffrey and Rod Smith provided the following quotes to recognize today’s election of former Bronco Floyd Little into the Pro Football Hall of Fame as a member of the Class of 2010, and the exclusion of their former teammate Shannon Sharpe.
Rod Smith on Shannon Sharpe and Floyd Little:
“I’m very disappointed about Shannon not getting in because there’s not a more deserving person for his position. I know it’s inevitable that he will be enshrined in Canton one day, because that’s the class of player he was, but I don’t think he should have to wait long.”
“At the same time I take my hat off to Floyd Little because he’s a great guy and was the face of the Denver Broncos franchise for so long. He kept the organization in the national spotlight all by himself with the way he played. Today he is still an ambassador for the NFL and how you’re supposed to go about doing things as a person. It makes me proud to have him be the third Denver Bronco enshrined in Canton because he definitely deserves that.”
“Now we just need to get more Denver Broncos in there.”
Quote from Ed McCaffrey on Floyd Little:
“Floyd Little helped build the Denver Broncos in the early years, and created the opportunity for myself and others to come to Denver and play for a great franchise with the best fans in the world. I’m thankful for that and thrilled to see him finally recognized by the Pro Football Hall of Fame. Floyd was not only a special player, but is a man of great character and integrity. We are all proud to have him represent our Denver Broncos in Canton.”
McCaffrey on Shannon Sharpe:
“Shannon was one of the hardest-working guys I ever played with, and is unquestionably one of the greatest tight ends to play this game. I’m sorry to see he did not make this year’s class. He is very deserving, and belongs among the game’s very best.”
--Paul Kirk/ProLink Sports
www.prolinksports.net
Follow us on Twitter
Become a Fan on Facebook
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