PR: The Good, Bad and Ugly

Tiger Woods Apologizes For Unknown “Transgressions”

by Brittney Storm on 12/02/2009

Tiger Woods released a statement today on his Web site that apologizes for unnamed “transgressions,” the same day that Us Weekly reported that he has been having an affair with a 24-year-old Los Angeles cocktail waitress Jaimee Grubbs.  Grubbs alleges that she and the golfer have been having a 31-month affair and has provided the tabloid with more than 300 “racy” text messages.  Us Weekly also released a voicemail allegedly from Woods warning his mistress that his wife may be calling her.

In the statement, Woods said, “I have let my family down and I regret those transgressions with all of my heart. I have not been true to my values and the behavior my family deserves. I am not without faults and I am far short of perfect. I am dealing with my behavior and personal failings behind closed doors with my family. Those feelings should be shared by us alone.” 

This statement is vague and leaves much to the imagination, which, PR-wise, can be a big mistake.  By admitting to unspecified “transgressions,” Woods is allowing the media and public to form their own assumptions, possibly creating a bigger story than if he had nipped it in the bud by admitting what really transpired.  By being unclear, Woods is further risking his reputation as well as his wife’s and leaving the opportunity for more women to (truthfully or untruthfully) come forward and announce that they too have had an affair with him.  The less he talks, the bigger this story will become. 

As Patty Briguglio stated in a previous post, Tiger should have told the truth, told it all and told it fast.  To salvage what is left of his reputation, he needs to come clean before the story gets worse.