TIGER Woods’ apology on Friday may not have impressed everyone.

Some felt that the world’s No 1 golfer went along expected lines while others felt that he should have been more open with his apology.

However, in the eyes of Judy Smith, a public relations veteran, Woods has done well. Ms Smith is a crisis management expert and publicist who has advised embattled public figures ranging from New York Governor David Paterson to Michael Vick, a professional American football quarter-back.

Vick, who played for Atlanta Falcons, pleaded guilty in August 2007 to a federal charge of bankrolling a dog fighting operation at a home he owned in Virginia.

Ms Smith was also a former White House press aide under the first President Bush. In a column in the US news and opinion website The Daily Beast, Ms Smith wrote that the apology has worked.

She has seven reasons:

1. He took ownership and responsibility for his actions and did not try to pass the buck.
2. He apologised to the right people: his family, his fans, his sponsors and the game of golf.
3. He asked for forgiveness and reminded us that we are all human – even global icons – and admitted his need for help.
4. He let us know that fame and fortune is a seductress and that the rules apply to all of us no matter what our station in life.
5. He set the record straight on rumours that had been defining media coverage of this controversy, such as the alleged assault by his wife, the allegations of domestic violence, and reports of drug use.
6. He set boundaries with the media. While he admitted bringing this upon himself, he stated the unfairness in harassing his family, especially his children. He also made it clear that many of the details between himself, his wife, and his family should remain private, essentially saying that he may be fair game but they are not.
7. He acknowledged having a spiritual base, in this case Buddhism, and admitted he had strayed from its principles and that he needed to return to the teachings he grew up with.

Ms Smith, however, admitted that there will be continued criticism of the media’s restricted access and the atmosphere surrounding the statement itself.

But she said it is important to remember that this was the format best suited for the golf superstar.

During a crisis, she said, there will always be criticism that statements such as this were not “managed” correctly or that the person involved should have said more, said less, or made their remarks in a different manner.

She said that from her long career in crisis management and from the communications perspective, Woods’ statement had the necessary elements that will help make the process of redemption more plausible.

Moving forward, he will be better able to get back to the issues that really matter, setting right his personal and family life and, ultimately, getting back to golf.

Ms Smith felt the statement was the right first step on his long and winding road to recovery.

This article was first published in The New Paper.

Related: