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The Art Of The Apology

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« What really tripped up Toyota? | Home | Tiger gets an A- from me … but maybe not from the media »

Will Tiger Woods’ apology be effective?

By Lauren | February 18, 2010

Tiger Woods has announced that he’ll make a public statement tomorrow apologizing for the actions that led to his spectacular fall from grace a few months ago. The event will be closely controlled, with only a few “friends, colleagues and close associates” attending in person and no questions from the media permitted. A handful of reporters will be allowed in the room - others must watch from a hotel ballroom more than a mile away.

This may be the one of the most publicized apologies in history. But will it be effective?

Much as I wish I could predict success for Woods, who has undoubtedly suffered greatly as his reputation has been dragged through miles of mud, he’s chosen a risky strategy. By limiting access and refusing to answer questions, the embattled golfer may create the appearance that he thinks he’s above all criticism. If so, it will be a serious mistake. American fans expect superstar athletes to maintain at least a scrap of humility and to take public humiliation in stride when they get caught crossing ethical lines. The least hint of arrogance destroys the effectiveness of a public apology.

And then there’s the timing. Golf gurus are speculating that Woods is apologizing tomorrow so that he can get back in the game by next month. If he’d done a better job of apologizing when the story first broke his fans might be ready to welcome his return. Unfortunately, however, Woods waited far too long to issue this public statement, and an immediate comeback may create the impression that he’s only apologizing, belatedly and insincerely, so he can start playing golf again.

Remember, Tiger, sincerity is key. Good luck tomorrow - I’m afraid you’re going to need it.

P.S.: I’ll be talking about Tiger Woods’ apology on The CBS Evening News tonight - please tune in!

Topics: Apologies, Personal Ethics, Professional Ethics, business communications, ethics |

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