February 19th, 2010
04:58 PM ET
February 19th, 2010
04:55 PM ET
February 19th, 2010
04:55 PM ET

Tiger Woods' apology: Full transcript


Good morning. And thank you for joining me.

Many of you in the room are my friends. Many of you in this room know me. Many of you have cheered for me, or worked with me, or supported me, and now, every one of you has good reason to be critical of me.

I want to say to each of you, simply, and directly, I am deeply sorry for my irresponsible and selfish behavior I engaged in.

I know people want to find out how I could be so selfish and so foolish. People want to know how I could have done these things to my wife, Elin, and to my children. And while I have always tried to be a private person, there are some things I want to say.

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February 19th, 2010
12:59 PM ET

Does Tiger Woods' apology hold weight?

Wayne Drash

Tiger Woods' comments Friday may become the most scrutinized apology in history, fodder for dinner tables and Internet chat rooms alike: Was he genuine? Was it a PR stunt? Can he do anything to restore people's faith in him?

The biggest knock on golf's biggest star is that it took him three months to utter any words publicly about his infidelity and then did so in a controlled environment. That's a no-no, according to apology etiquette.

"If you have to take time to say 'sorry,' you're not being authentic. We don't need extra time to rationalize whether we're sorry or not," said Glenn Llopis, the founder of the Center for Innovation & Humanity, a California-based think tank.

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February 19th, 2010
09:57 AM ET

What Tiger Woods should say

John Kador
Special to CNN

Tiger Woods announced he will make a statement Friday, ending three months of self-imposed silence after a scandal in which he admitted infidelities and stepped away from golf.

I assume he intends to take responsibility for his conduct, apologize and announce steps to redeem himself. If so, it's a good decision.

And yet, without a word being said, I fear Tiger Woods still doesn't get the meaning of accountability and effective apology. A carefully controlled statement to a carefully controlled audience that is not allowed to ask questions underscores the pretense that Woods can continue to control the situation.

Control is big with Tiger Woods. It was a big part of his brand before his brand collapsed. The illusion that Tiger Woods could control his life as totally as he could control a golf ball is the tragic flaw that led him to take the risks that sent his life spinning out of control. Tiger Woods means to have the last word, but he can't. Effective apology means giving up control of the conversation - giving up the need to have the last word.

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Filed under: Tiger Woods
February 18th, 2010
11:27 PM ET

What should Tiger say?

Bruce Weinstein, Ph.D.
Special to AC360°

Tiger Woods announced yesterday that he will issue an apology at the TPC Sawgrass Clubhouse in Ponte Vedra Beach, Florida, on Friday at 11 a.m. ET. All we know is that the apology will last around five minutes and that he will not respond to any questions from the media. Ever since the announcement, the blogosphere has been obsessed with whether we have a right to know what happened since Woods drove his SUV into a tree last November, took a leave of absence from professional golf, and apparently checked into a rehabilitation facility that treats sexual addiction.

Does the public have a right to know how Woods conducts his private life?

It doesn’t matter, and I’ll tell you why. Whether or not we are entitled to know about the demons that plague Woods, the best golfer in the world should use his worldwide platform to be a force for good and help others who are wrestling with the same problems he is.


December 22nd, 2009
04:40 PM ET

Forgetting Tiger

Michael Schulder
CNN Senior Executive Producer

The Tiger Woods story has triggered a memory that led me to two old photos. One photo is real. One is doctored.

The Book of Laughter & Forgetting Tiger

I read about the photos 30 years ago in the Czech author Milan Kundera’s “The Book of Laughter and Forgetting.”

The original photo, on the left, was taken in February of 1948.

In Kundera’s account, this moment represented the birth of communism in Czechoslovakia.

The Czech Communist leader, Klement Gottwald, [the man on the right of the photo] had just stepped out on the balcony of a Baroque palace in Prague, before “hundreds of thousands of citizens massed in the Old Town Square. Gottwald was flanked by his comrades, with (Vladimir) Clementis [two faces to the left] standing close to him. It was snowing and cold, and Gottwald was bearheaded.”

Kundera continues:

“Bursting with solicitude, Clementis took off his fur hat and set it on Gottwald’s head.”

So, that fur hat you see on Gottwald’s head was given to him by comrade Clementis, who sacrificed his own warmth for his comrade’s.

That gesture of communist solidarity caught the attention of the Communist Party propaganda machine.

They “made hundreds of thousands of copies of the photograph taken on the balcony, where Gottwald, in a fur hat and surrounded by his comrades, spoke to the people.

Every child knew that photograph, from seeing it on posters and in schoolbooks and museums.

Four years later, Clementis was charged with treason and hanged.

The propaganda section immediately made him vanish from history and, of course, from all photographs.

Ever since, Gottwald has been alone on the balcony. Where Clementis stood, there is only the bare palace wall.

Nothing remains of Clementis but the fur hat on Gottwald’s head."

The doctored photo on the right is all that remained – until the age of the internet brought back the original.

Those photos make me think of Tiger.

Airbrushing Tiger

Tiger Woods’ acknowledgment of “transgressions,” has spurred a similar reaction to his omnipresent images from some free enterprise business comrades.

The huge consulting firm Accenture has treated Tiger the way so many felt: as if he’d committed treason against the brand. It dropped its sponsorship of Woods, saying he “just wasn’t a metaphor for high performance anymore.”

The New York Times describes how, “hours after Accenture ended its sponsorship deal, the golfer’s face was replaced by an anonymous skier on the company’s home page. His name was scrubbed almost completely from the rest of the web site.”

But images of Tiger endorsing the Accenture brand survive. So many airport terminals. So many corporate tchotchkes. So many web sites. It’s harder to make people disappear in the age of the internet than it was back in the 20th Century.

Tiger on Newsstands Today

I just picked up the Golf Digest January 2010 cover story headlined “10 Tips Obama Can Take From Tiger” (pre disclosure.) The issue is irresistible.

And Tiger’s words in that issue before his transgressions were acknowledged, are extremely valuable lessons for a large segment of the population. His advice in that piece convinces me that Tiger Woods will never be out of the picture. Here’s a brief excerpt.

(Editor’s note: please resist the urge to read double meanings into every sentence that follows.)

“AS a result of recent swing changes, it’s easier for me to shape tee shots, even my natural draw. I’m letting the club release along the line of my setup instead of muscling the ball with my upper body, which I did at times when my bad knee prevented a good shift into impact.”

Tiger continues:

“At the tour level you have to be able to hit different sand shots, because the bunkers are so varied and a stroke saved can make all the difference.” (please! You weren’t paying attention to the editor’s note on that last phrase.) “To hit a longer bunker shot, I rotate my body faster to the finish.”

OK – enough.

The point is this.

If you’re serious about golfing, you’ll want to see and hear from Tiger again.

Closeup shots of his back swing. And his short game. And his putts. And his body alignments.

Even if you’re not a golfer, you’ll probably want to hear from him. Golf is a mind game. And who’s not rightfully curious about whether he’ll get his mind back in the game.

Tiger Woods’ each individual twist and turn is not of great consequence.

But the universally fascinating question, in his tragic fall, is this.

Will Tiger be back in the picture again?

I think the answer is this.

Tiger Woods will be back in the picture if Tiger Woods chooses to be back in the picture.

But I don’t expect we’ll ever see the same image.

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