Three recommendations for Tiger Woods

He did it. The face of golf -- Tiger Woods -- actually faced the public today in what amounted to a televised statement; his first formal appearance since the bizarre November 27th, 2009 car accident and subsequent admissions of infidelity that rocked his world and created a media and public relations firestorm before Christmas.

Finally appearing live in public is a step forward for Woods in beginning the process of repatriating his personal and professional brands. He deserves kudos for doing that. Thumbs up to some of the scripted points of contrition in speech – particularly the admission that “I thought I was entitled” -- and the presence of his mom (although her folded arms were the body language of someone who found today’s session as tough if not tougher than Woods himself).

This all would have meant more if Woods had done what he did today a couple of months back. It would have shown more professional accountability and responsiveness to his key stakeholders – including the PGA Tour itself -- his corporate sponsors and the fans who make him such a marketable commodity. Think Magic Johnson on how he handled a very personal issue which had leaked into the public arena almost 20 years ago.

Thumbs down to the lag time of almost three months of silence that elapsed before he finally took the time today to address his public live. Also, thumbs down to his choice of such an overly-staged, highly-controlled format. It was nothing more than a televised scripted statement and, in my view, he’d be further on his way to repatriating his brand if he complemented a proper media conference with a personal television interview or some more human and interactive format. Think Alex Rodriguez and ESPN.

And too bad he wasn’t able to convince his wife Elin Nordegren to attend. It would have made for a much stronger televised statement and added credence to the prospects of his marriage surviving. Think Kobe Bryant.

Recommendation #1 for Tiger Woods going forward: take and heed more advice from the management team around him and his family and friends.

Recommendation #2: do what it takes to better understand the sizeable communications responsibilities of a business valued at $650 M US plus.

Recommendation #3: stop blaming tabloid media and protect the privacy of his personal and family life by being more accessible in his professional life.

Expect a follow-up relatively soon on the precise timing of when he returns to the PGA Tour. The business imperatives of playing the tour and resuming his pursuit of 18 and more majors will drive that sooner rather than later for Tiger Woods.

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