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.