Armstrong’s Confession: a Calculated PR disaster? - II

Is this fall from grace different from that of Tiger Woods? Without a doubt, it is a yes. Tiger Woods’ infidelity embroiled him in a controversy, and there were repercussions. Key sponsors - Accenture and General Motors to name a few – ended their sponsorship deals with, and others such as Tag Heur dropped him from advertising.  Since it was connected to his personal life, his talent was never put into question, and after his break he successfully reclaimed his position in the game. Armstrong’s wrongdoings were those that put his talent, and more importantly ethics, into question. The lies only added to the disgust felt by his admirers. Armstrong, unlike Woods, had a survivor story. His comeback in 1998 after battling with testicular cancer was a source of inspiration for many.  The irony lies in our secret joy in seeing a hero’s feet of clay. There is no doubt that people are shocked, disgusted and maybe even repulsed. But everyone wants to believe that a hero is just like them – flawed.

Lance Armstrong faced the brunt of his interview. He lost his Olympics medal, Tour de France titles, and SCA Promotions has sued him for $12 million. The public image of the Livestrong Foundation has taken a beating, as Armstrong’s credibility and image is on a downslide. It might take a few years before respect is regained and that can be done only by cooperating with the trial and focusing on cycling (if and when he is allowed to compete). Public memory is short-lived, and that can contribute greatly to his comeback. Only hard work and patience helps heroes come back from the dead.

Armstrong’s Confession: a Calculated PR disaster?

Seven Tour de France titles to his name and a survivor story – Lance Armstrong changed that with a recent interview with renowned talk show host Oprah Winfrey. Y ears of accusation of speculation came to a full stop. The full stop was a dignified, carefully planned one, but not everyone was convinced of his remorse. It was rather hard to believe the cyclist who had been lying through his teeth for over ten years to the world. Confessing to using performance-enhancing drugs seems like a self-made PR (Public Relations) disaster. It was a carefully executed disaster. He dug his own grave, possibly to emerge as a reformed individual in the public eye. The questions were answered with caution, which was only to be expected given the magnitude of the doping scam. Though it was implied that there are others using performing-enhancing drugs, no names were taken and for that Armstrong deserves credit. He claimed that the last time he used drugs was in 2005. He also apologized to the world at large (he had little choice). There was also no disillusionment about the consequences of his confession. He admitted that he is “not the most believable guy in the world right now.” The poker face through most of the interview did not convey emotions effectively but there was a clear attempt to come across as an honest and changed person.  

The confession was in one sense unavoidable. Tests conducted by USADA (United States Anti-Doping Agency) and inquiries made by US federal prosecutors would have revealed the truth sooner than later. Instead of being caught and being forced to apologize, it was wise to do it in a dignified manner where he could explain that it was “the ruthless desire to win” that fueled his poor judgment. Instead of letting the world perceive him as a liar and a cheat he decided to project himself as a man who has changed and is attempting to change. It was sensible appealing to the emotional side of people, conveying that he is “flawed” (in his words).  He even claimed that he couldn’t have won the titles without the drugs. There is no doubt that he was projecting himself as an ordinary, fallible human being with blatant honesty.