Friday, July 9, 2010


This week's perspective from Bob Reid:

At first I thought that this was for sure going to be an easy Fumble call, when I read headlines as in the Toronto Star and numerous other places via the Associated Press stating “Terse answers from sad-eyed Tiger Woods in Ireland.” If you only read the headlines, and nothing further – as so many regular folks do – you might rightfully assume that the gentler, humbler Tiger we all breathlessly watched at his coming-back-out media events a few months ago had been replaced by the snappy, cranky guy whose marriage seems to have finally imploded. But when one “goes to the video-tape,” I think we see a guy on top of his communications game this week in Ireland. When asked about golf, Woods was engaging, thoughtful and colourful. When asked anything to do with his personal situation, he gave short answers and looked for a new question. That’s a communicator with a clear sense of what he’s willing to engage on, and where he will – yes, perhaps tersely – signal that he’s not prepared to go. But at the end of the day, that’s a guy firmly in command of his messaging.

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