Tiger will finally speak

Ttiger-woods-sadiger Woods, who has been in hiding for the past three months, will speak publicly for the first time tomorrow, marking the beginning of what his agent calls “the process of making amends.”  What does this mean for the golf legend with the once squeaky-clean image?  Frank Shorr, professor of sports journalism and director of the Boston University Sports Institute, and Peter Morrissey, a veteran PR and reputation management expert, give their ideas:

Shorr: “This is Tiger being Tiger…trying to limit his access at every turn.  If he thinks he can do one news conference with a handful of reporters, picked by his own people, he’s in for a shock when he hits the golf course for the first time.  The media will hound him and you’re going to see the fans very vocal on the situation – and much of it won’t be positive.  But, he is obviously positioning himself for a return to competitive play.”

Morrissey: “It’s funny how both Tiger Woods and Toyota appear to be pushing the edges of the forgiveness envelope with the public. Public figures and public companies always want to get bad news behind them. They want to apologize and move on, but they forget an important phychological and human healing factor — people forgive and forget on their terms.”

Contact: Frank Shorr, 617-353-5163, fshorr@bu.edu

Contact: Peter Morrissey, 617-353-1020, pmorriss@bu.edu

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