Knott: Woods shanks his shot on story

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By Tom Knott

The Internet is stuffed with lewd speculation after Tiger Woods lost control of his Cadillac Escalade at 2:25 in the morning Friday.

The speculation has been stoked by a salacious National Enquirer story that links the married Woods to another woman and by the silent treatment of the world's most famous athlete.

Woods finally got around to posting a statement on his Web site Sunday after postponing yet again a meeting with Windermere, Fla., police who just want to ask a few basic questions, starting with what prompted him to leave his home at a time when most people are either returning home from a night out on the town or fast asleep.

Woods seemingly recognizes that he has flunked an elementary public-relations principle with his blackout. He has allowed the story of a trivial automobile wreck to become so much more than it should be.

"Although I understand there is curiosity, the many false, unfounded and malicious rumors that are currently circulating about my family and me are irresponsible," Woods said.

None of this is good news to Nike and Gatorade and so many other corporations that use his impeccable image to represent their products.

Rule No. 1 around potential bad news: Get out in front of it. That is especially necessary in the age of Twitter and Web sites devoted to exposing the foibles of the wealthy and famous.

Woods has led a mostly charmed existence until now. Other than his attack-dog caddy and penchant to throw the occasional temper tantrum after an errant shot on a golf course, Woods has been a study of restraint and grace, careful not to let anyone see the man behind the cultivated facade.

He never has been a quipster or one to expound on his thoughts. He has been a sometimes robotic interview subject who preferred to let his magic with a club inspire the masses.

And inspire he has. He is golf in many respects, this iconic figure seemingly destined to eclipse the record 18 major championships of Jack Nicklaus.