Tiger Woods Takes Swing at Repairing Image

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Tiger Woods jogs near his home Wednesday, Feb. 17, 2010, in Windermere, Fla. Woods will end nearly three months of silence Friday when he speaks publicly for the first time since his middle-of-the-night car accident sparked stunning revelations of infidelity. It will be Woods' first public appearance since Nov. 27. (AP Photo/Pool, Sam Greenwood)
AP Photo

Tiger Woods was in his Orlando neighborhood today, preparing to re-enter the spotlight with his very public apology tomorrow.

It's the next major step in image rehabilitation, since his adultery scandal exploded last November, reports CBS News correspondent Mark Strassmann.

"We used to have an impression of Tiger, and we can call that the old Tiger," said Rick Burton, a professor of sports management at Syracuse University. "And this is the first day of meeting the new Tiger."

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Tomorrow Woods will speak here, near the PGA Tour's Florida headquarters, and talk on camera in a room of supporters and a half-dozen hand-picked reporters. But he'll answer no questions. The new Tiger tightly managed, like the Old Tiger, with everything carefully orchestrated.

"I understand the criticism that people say, 'This is not the way to do it,'" said Tim Finchem, the PGA Tour Commissioner. "Well, this is the way he does it. And I think people need to make up their own minds."

Woods, back from a sex rehabilitation clinic in Mississippi, is living again here, in his late father's house. It's around the corner from his estranged wife Elin and their kids.

The plight of his wife and children has especially resonated with women.

"I think women will be watching him more closely," said Lauren Bloom, a business ethics expert. "The right tone is sincere regret."

Golf clearly wants Woods back. When he plays, the PGA's television ratings jump 93 percent, generating millions more in revenues. And since he last played in November, PGA ticket sales have dropped 15 to 20 percent.

But Woods faces a long uphill fairway toward redemption.

"In a way, he's like a new kid out on tour," said Nick Flado, a CBS Sports golf analyst. "He's got to let his golfing do the talking … and get his empire back."

CBS News has learned 20 to 30 people will be in the room with Woods tomorrow, most of htem business partners and friends. What's unclear is whether any family members - including his wife - will be there.



  • strassmannbio2011.jpg
    Mark Strassmann

    Mark Strassmann has been a CBS News correspondent since January 2001 and is based in the Atlanta bureau.