While Tiger Woods continues to attract media criticism for the way he has handled his troubled private life, he's gained widespread sympathy from fans at his charity tournament in California.
Woods is conspicuously absent from the Chevron World Challenge he has hosted for the past nine years but many spectators there felt his domestic strife should remain private.
Although Woods has apologised for his "transgressions", many fans on the Tiger-less course felt he shouldn't be pressured to discuss them outside his family.
But the Public Relations Society of America's chief executive Michael Cherenson, says the world number one needs to take responsibility, apologise and get on with his life and career.
Michael Cherenson says Woods must take control of the story as a sheer business necessity but he won't be able to if he continues to says it's a private matter.