The "Special Announcement" Dissected

Spare me comments about the importance of the Open, the debt ceiling or the home run derby over this "Special Announcement" nonsense regarding Tiger Woods, Mark Steinberg and Golf Channel. That said, this was another valuable learning experience for those of us social media adopters and this painfully long dissection is necessary, if nothing else than to help most of you work on your quick scrolling abilities.

Still, for those who care, here goes.

It won't go down in the annals of sports gaffes like The Decision (as TMZ hinted), but instead the Tiger-Tilghman-Golf Channel-Steinberg "special announcement" non-news Monday appears to be a simple mistake compounded by social media and the late Sunday night timing.

Here are the events, as best as I can recreate them after making a few calls Monday.

- Golf Channel, whose PR department is very good about sending out press releases to announce special programming, did not send anything to media to promote this "special announcement" regarding Tiger Woods. This should have been the first cue that something was amiss. Instead, Golf Channel Tweeted that there would be a "special announcement concerning Tiger Woods on Golf Channel" at 11 a.m. ET.

- Adding fuel to the fire: the Golf Channel Tweet has since been taken down. Yet, the wording would help people see what was actually sent out, because it did say there would be a "special announcement concerning Tiger Woods on Golf Channel." No, there is nothing special about Mark Steinberg joining an agency, nor in the context of Tiger's career is this "special" news, but the Tweet also is not saying that Tiger himself would be making a special announcement. The Twittersphere and Facebook get the blame for taking the Tweet and twisting it. However...

- More confusion came Sunday evening when Golf Central anchor Scott Walker reported that "Kelly Tilghman will be on location" for this special announcement, but again, there was never a mention of a sitdown interview with Woods. Sadly for Tilghman, her business ties with Tiger's EA game and go-to status as Woods' safe-bet interview has become so ingrained that anyone who hears her name associated with Tiger now assumes another fawning interview is around the corner. But again, still not a legitimate reason to have assumed an interview was happening.

- Mark Steinberg, surely aware that he's going on Golf Channel and CNBC Monday morning to promote his move to a new agency Monday morning, denies there was ever a special announcement to AP, but does not take the opportunity to suggest to AP that this may have been a misunderstanding involving his own personal announcement. Perhaps because he was saving that news for his Keeler, Darren Rovell of CNBC, who does indeed get the scoop on Steinberg's new agency.

- When NPR calls Golf Channel Monday morning, they are told to tune-in to see what's up. Again, not a great move, but this is television and they want eyeballs.

In conclusion (applause breaking out), social media took some scraps of info and assumed the worse, then regular media and bloggers ran with it (myself included). Finally, Golf Channel and Steinberg did not clarify what was up once the media reports started going out.

In other words, a little blame goes around to all parties involved.

We did, however, get to hear Brandel Chamblee, sitting with Rich Lerner to host a very brief live "special announcement" report, try to justify why Golf Channel was cutting in to discuss an agent signing with a new agency.

Thanks to the reader who transcribed...

"To your point, any announcement involving Tiger Woods cause a contegration of speculation. But when you start talking about Tiger Woods, the diamond has lost almost all of its lustre. I think it is an important business decision going forward for Tiger Woods to look for places where he can change the way he is perceived as not only an athlete, but as a personality. He needs to align himself with certainly elite athletes, but squeaky clean athletes. Derek Jeter, these guys across the world of sports have very positive images. Tiger Woods, well you say he's made a fortune in the game of golf. But the fact is he's the single highest paid athlete in the world. So much depends on Tiger Woods...golf, personality, health. The heartbeat of golf beats in tandem with Tiger Woods. Tiger Woods gets a fever, golf gets sick.

Okay here's where it gets a little strange and indecipherable. And the tone for those who saw it live was described as "borderline meltdown" and "seriously over the top."

You start talking about the PGA of America, the PGA TOUR, Yahoo.com, MSN, TMZ. Everyone of these companies and institutions have made a fortune on Tiger Woods' ascent. Some of these media outlets have made a fortune on his descent.

And the Golf Channel too. Maybe more than most?

They will all stand to make another huge fortune if he comes back. You start talking about blockbuster movies and how are they made up? They are made up of an ascent, followed by a descent; impossible hurdles that they can't get over, somehow they get over them, then they come back with an ascent, with perspective and humility. Tiger Woods, should he come back, will make more money than he's ever made before. Not just for himself, but for any business he's aligned with and any ancillary businesses that are with him."

Whoa Nellie!

Then he was asked by Lerner how hard it would be for Steiny to go out on his own.

"Impossible. you're talking about putting all of your eggs in one basket. Tiger Woods' marketability at this point is linked to one thing and one thing only. Winning. If he doesn't come back and win, Tiger Woods in 5, 10 years will hardly be marketable at all because the scandal will look like the thing that brought him down. If he comes back, people will say that this guy has withstood the most adversity that any athlete has endured. Wrongly so, but they will say that.

There goes another Texan thinking Hogan getting-hit-by-a-bus was a bigger deal.

"And that he climbed to a spot higher than he's ever climbed before and that he did so with dignity. Now whether he does so or no, that remains to be seen. But winning, we've seen this so many times. When someone wins, we attach these wonderful attributes to it."

Anyway, time to get on with some golf!