Lance Armstrong

     Lance Armstrong is one of the biggest motivational stories of all time. The man beat testicular cancer and won seven tour de Frances in a row. These accomplishments were once viewed as impossible. For almost two decades Lance Armstrong has fought the attacks that he used performance enhancing drugs. Tonight during an interview with Oprah Winfrey, the publicized hero came clean that he cheating during almost his whole career using performing enhancing drugs, including testosterone boosters and blood doping.  From public relations perspective Lance did exactly what he needs to do try to restore his image, and be given any creditability at all. He finally came clean! He was very forthcoming and did not hold back from any questions offered by Winfrey.

      The best option for Lance is to continue to tell the truth, give all the details, and try to use his story to affect the world. Lance will face the attacks and criticism, in fact it will probably be that way for a while. However could Lance potentially use his story to change the meaner of sports? Over the last two decades we have found compelling evidence that superstar athletes from baseball, football, and other popular sports have used human growth hormones or steroids. Can he use his story, his energy, and his leadership to create a clean or cheat free professional sports environment.Lance does not have the option that many companies in the past have done with changing their name or merging with another company. He is Lance Armstrong, there is no changing that he is who he is. There is hope that one day Lance Armstrong’s name may not leave a sour taste in the public’s mouth.  

     What does Lance Armstrong do with his Livestrong foundation he started years ago to help cancer patients and survivors. In such disasters, corporations will usually make adjustments at the top to bring in new faces and show that change has taken place. But what happens when the face of your company and the CEO is the person that needs to be removed?

     One important step for Livestrong will be to show that they can move forward without Lance Armstrong.  They must use an emotional plead to help others understand that the Livestrong foundation is committed to helping cancer victims survive. They must help the public understand that there is something much bigger than Lance Armstrong, there are people dying every day from a devastating disease. In order for the Livestrong foundation to successfully adapt to the new perceptive they must understand the latitude of acceptance.The new faces of livestrong will need to find areas where investors and donors can be persuaded. Indeed they will need to use strong, logical, and personally relevant arguments. Livestrong will need to have the public’s trust and in time they can have the hopes of having a positive view in the public’s perceptive.