I was asked by the Times what could save Tiger Woods’ reputation in the wake of the revelations that he has, as he put it in his guarded press release the other day, “transgressed”.
I told them that the next step for Woods could be a public display of contrition, perhaps in a television interview. He certainly needs to let people in behind the veneer of perfection and let the public – and the press – see that he is human after all. It worked for David Beckham – his brand was always built on his home life as well as his sporting career and he has survived a number of incautious moments in the last 12 years.
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