Tiger Woods Apology for Serial Adultery

With the many, many cats now out of the bag, Tiger takes his third swing at an apology for his multiple infidelities, with a statement on his website:

I am deeply aware of the disappointment and hurt that my infidelity
has caused to so many people, most of all my wife and children. I want
to say again to everyone that I am profoundly sorry and that I ask
forgiveness. It may not be possible to repair the damage I’ve done, but
I want to do my best to try.

I would like to ask everyone, including my fans, the good
people at my foundation, business partners, the PGA Tour, and my fellow
competitors, for their understanding. What’s most important now is that
my family has the time, privacy, and safe haven we will need for
personal healing.

After much soul searching, I have decided to take an indefinite
break from professional golf. I need to focus my attention on being a
better husband, father, and person.

Again, I ask for privacy for my family and I am especially
grateful for all those who have offered compassion and concern during
this difficult period.

AI is a little rusty, but let’s take a crack at it. Tiger admits his wrongdoing (without going into the lurid details that we can all find elsewhere) and asks forgiveness. So those are points in his favor, but this comes off weak nonetheless. For one thing, it is a statement on a website. Tiger himself has disappeared from public view since his cheating ways came to light. This apology won’t quiet the storm. He will probably have to appear and speak the words in person for an apology to take.

So, at least, say William C. Rhoden at the NY Times and John “Effective Apology” Kador.

A few random thoughts:

  • Who does he really owe an apology to? His wife and family. Presumably that happened in private and is none of our business.
  • Why is he apologizing to the world at large? I didn’t care much about Tiger before this, and don’t care much about him now, so he doesn’t owe — or probably you — an apology. But it seems to have become a given that if you’re a celebrity of any stripe, and you screw up, you owe the world an apology.
  • Ok, there are a few sets beyond his family that he owes an apology.  Tiger mentions them. Business partners, his foundation, the PGA Tour, and others who will be financially harmed by his tarnished image. By damaging the “Tiger Woods” brand he has done actual harm to the interests of people beyond himself. Fair enough.
  • Prediction: We’ll be hearing another apology from Tiger before this story ends.

Got anything to add?