According to Jean, LIVESTRONG’S PR Staff Talks Crisis, Lance Armstrong an American former professional road racing cyclist admitted to Oprah Winfrey of taking illicit performance.
Lance Armstrong one of America’s greatest athletes, acknowledged of cheating for at least a decade. After years of denying that he had taken forbidden drugs such as oxygen boosting blood transfusions and attack team members and competitors who tried to expose him. He finally came clean on Oprah Winfrey with an exclusive interview of admitting to using banned substances for years.
Lance Armstrong mentions in his interview with Oprah, “I view this situation as one big lie that I repeated a lot of times,” he said. “I know the truth. The truth isn’t what was out there. The truth isn’t what I said.”
He also said, “I’m a flawed character, as I well know,” Armstrong added. “All the fault and all the blame here falls on me.”
He mentions to Oprah that the illegal drugs he took were cortisone, blood transfusion, and testosterone. He did not admit to Oprah the details of when and where he doped during the seven winning Tours de France that was between 1999 and 2005. He also confessed that he stopped doping after 2005 Tour de France victory and did not use any more illegal drugs when he came in third place in 2009.
The two PR teams with LIVESTRONG Foundation and the cancer treatment organization founded by Lance Armstrong, received the news six days before the interview with Oprah. The LIVESTRONG organization was surely in trouble and the PR were severely challenge in this crisis to rescue their reputation and their work of the organization. So what did they do?
The first thing the organization did was to become experts in the subject matter and they learned that you can either shout or whisper but DO NOT REMAIN QUIET. The organization only had six days of notice so they try to stay ahead as much as possible by being in control of the news. The LIVESTRONG organization found that allowing donors, friends, and supporters to speak on the behalf of the organization was better effective than allowing the foundation spokesperson. They assessed the issue in a hyper-diligent way by amplifying stories of their everyday recipients of the foundation. They also did not include themselves with any extra crisis consultants, but however they did use a firm to conduct research and gauge in people’s feeling about the organization post-scandal.
LIVESTRONG is currently in the process of rebuilding their foundation. They continue to this day to do their mission which is to help people with cancer get support they need.