How was Lance Armstrong’s weekend? Presumably he was disappointed reading the reviews and press commentary following his vaguely dull two-hour confessional with media pope Oprah Winfrey. Did his interview hit the PR targets he was aiming for – sympathy from the public, and the green shoots of a PR turn-around? The critics say a definitive no, and the public seems to agree.
There are many reasons why this confessional moment didn’t quite work. He didn’t seem sincere. He didn’t seem sorry. Why come clean now – why not take any of the myriad opportunities he had before? The list goes on. Above all, what rankles most is that Lance over the years was a bully, no doubt. And for the bullying, he has yet to make a sincere apology.
Renowned for suing and using his considerable financial muscle to silence his critics (ie, anyone telling the truth about his doping), he has made life for some journalists and former team members a “living hell” via the court room. One woman who is not going away is Betsy Andreu, wife of former Armstrong teammate Frankie Andreu, who says their lives were ruined by Armstrong’s legal maneuvers. Appearing on CNN, she made it clear that all is not forgiven. Lance has more to do than just make a general apology.
THE PR VERDICT: “D” (PR Problematic) for Lance Armstrong. Confessions to Oprah are not enough; personal clean-ups are needed.
THE PR TAKEAWAY: One blanket apology won’t absolve. This PR train wreck needs multiple apologies, in particular to the numerous aggrieved parties who have been on the receiving end of Armstrong’s heavy-handed tactics over the years. With some of the most aggrieved still coming forward, Armstrong’s efforts will at best have a half life until he has cleared up the personal messes. Making peace with your critics before going public is the wiser move; afterwards is always too late. And do try for a bit more sincerity while you’re at it.
To see Betsy Andreu’s interview, click here.