Tiger’s opportunity to reinvent himself

No matter whether Elin forgives him, Oprah embraces him or Phil – Knight, not Mickelson – supports him, Tiger Woods has to know that the damage he caused himself, his family and the millions who idolized him will not soon dissipate.

Yet, as is typically the case in the aftermath of a crisis, there is a tremendous opportunity for Woods, who like other celebrities (save O.J.) is permitted one mulligan.

If Woods ignores the opportunity, he will never regain his heroic status. If he seizes it, he may not be as revered as he was during the PSY (pre-scandal years), but he would be more beloved. The choice is his.

It will require a dramatic transformation in his approach on the course, but he’s smart enough and engaging enough, when he chooses, to pull it off. The mission is not complex: Woods must turn into Mickelson. All he needs is to apply the same dedication to his demeanor that he has shown to his game, and it has to start with the next tournament he plays. He should focus more on winning over the skeptics than winning the event. The other victories will come.

Here are five suggestions for Woods to craft a new image:

1: Sign autographs … tons of them

Woods trails Mickelson by a significant margin in this area. But if he were to start closing the gap, it would send a definite signal that he cares deeply about public opinion.

Lefty has gained enormous popularity by extending himself with the galleries, as Arnold Palmer and Jack Nicklaus have done for decades. It is truly remarkable how much time they take to satisfy fans’ requests. Woods could adopt a similar mentality even if extra security was necessary. If it requires a half hour or longer for him to sign after each round, so be it.

2: Smile

The only time Woods smiles is when he pulls off a shot even he didn’t expect to hit. That’s not good enough – not in the new Tiger Woods Era. He needs to smile as frequently as possible, even when his shots go slightly astray, and plenty do. He must show us how the game can humble him at any moment, just as his off-the-course failings humbled him. He can demand perfection as much as he wants – nobody is asking him to lower his standards – but when he isn’t completely satisfied, he should accept the disappointment with grace instead of tossing out the usual profanities. The only swearing Woods should do is to tell the truth.

3: Treat the media with greater respect

After his disastrous 1997 interview with GQ, which featured the famous off-color jokes, Woods decided he would steer clear of the media outside of the traditional pre-tournament press conference and post-round interviews. That selfish, arrogant approach has to change as well. He should sit down with the major golf publications and mainstream media as often as his schedule will allow, and be more revealing in press conferences. He usually provides short, evasive answers, especially when he isn’t crazy about the line of questioning. He has lost that luxury forever.

4: Assist the LPGA Tour

More than any group, women have been the most offended by Woods’ infidelity. Why not, then, make a special effort to help women in an area where he can do so much good? He could initiate the Tiger Woods (insert your favorite charity) Classic, with two pro-ams in which he would participate.

Imagine if Woods were paired with Michelle Wie, for instance, or Paula Creamer on a Wednesday. Think the crowds would come out? It would be the kind of boost the troubled LPGA desperately needs – and perhaps launch a greater amount of cooperation between the two tours. The future of the game depends on women as much as men.

5: Play more frequently in the United States

Woods pocketed a $3 million appearance fee to play last month in Australia. Did he really need the money? Of course not.

Given the economic state of the PGA Tour and the importance of attracting more sponsors and securing the next television package (the current six-year deal with CBS and NBC expires in 2012), imagine if Woods were to announce that he was done with playing overseas in the near future – and would make up the difference by adding a few events to his U.S. schedule. He could tee it up in smaller cities he’s never played before. Woods would generate enormous goodwill in those communities and help keep the tour and his peers solvent for years to come.

Will Woods follow any of these suggestions? Probably not. The bet here is that he will return in late March at the Arnold Palmer Invitational in Orlando, where the King will give him a big hug and all will be forgiven.

Woods will go back to keeping his distance from the galleries and media.

Except all will not be forgiven. He needs to win back our trust … and he will get no more mulligans.