Today’s featured story is one that’s near and dear to my professional heart. It’s about the future of public relations and social media, two things I’ve spent a ton of time studying and practicing. Hop on over to Mashable and check it out.

In just over an hour, Tiger Woods is scheduled to make a statement regarding his recent sexual shenanigans, car crash incident and the future of his career in golf.

When will celebrities and their publicists ever learn?

Unless Tiger plans to spill the details, TMZ-style, about his floozies, the public doesn’t really care. Unless he’s going to give us full disclosure, it’s irrelevant. This tightly-controlled PR stunt reeks of obviousness and is totally self-serving; we’re not dumb dumbs. This is about wooing back sponsors and restarting the money machine so he can replace that Escalade he totaled when his angry wife attacked him with his very own golf clubs.

The simple fact that he’s refusing to take questions from the press and will read a prepared statement in a closed setting tells us everything we need to know. Sure, he might be sorry, but this is so not the way to convince the world that he’s on the path to making personal and professional amends in a sincere and active manner.

It’s great he’s in rehab for his problems. 6 weeks in an intense treatment program worked for me, but it damn well took more than a couple of months for me to get my head together. A straight up “I’m sorry, please forgive me, I know I screwed up and disappointed my family and fans” message is all nice and good, Mr. Woods, but give us a little more credit. Until you’re ready to get honest – REALLY honest – with yourself and your wife, it doesn’t really matter what we think. Take your time, dude. The world will be here when you get your house cleaned and in order. Everything else can wait.