Today’s statement by Tiger Woods about his sleazy lifestyle and marital/paternal failures was pretty much as expected: 13-1/2 minutes of forced humility, groveling and apologizing with some self-righteous indignation toward the news media thrown in.
I won’t analyze his performance and offer public-relations advice like tens of thousands of other consultants are doing today. I’m fairly certain Tiger doesn’t read this blog anyway.
But for the rest of us who might occasionally find ourselves saying or doing something stupid that affects people who are important to us, I’ll offer this advice from a communication standpoint:
Go to the people who are affected by your behavior, look them in the eyes and say this: “I’m sorry. Please forgive me.” Don’t say anything else. And say it only if you mean it.