兰斯•阿姆斯特朗如何东山再起

    休斯敦公关公司Powers MediaWorks的艾琳•鲍尔斯认为，在奥普拉的节目中亮相后，接下来“阿姆斯特朗必须证明，这一周以来的良好表象并不只是他的律师和公关顾问为一时之需而策划的公关行动。”虽然法律上的挑战可能让他越来越难坦白和完全披露，但阿姆斯特朗必须向公众展示他的耐心，同时承诺未来将不会再有不良行为出现。

    或许接下来，阿姆斯特朗可以公开反对运动员服用兴奋剂。他要这么干需要巨大的勇气。安迪•坦妮认为：“他可以有许多种方式。比如通过向年轻运动员和学生演讲，或通过出书的方式，解释他为什么会服用禁药？为什么服用禁药是错误的。”安迪•坦妮为全球性公关公司MSL New York高级副总裁兼策略与发展业务负责人。

    纽约公关公司Stanton PR & Marketing副总裁乔治•索普科认为，不再参加比赛也能够证明，他之所以进行道歉，目的只是为了向公众表达自己的悔恨之心，而不是为了重新回到赛场。自愿禁赛可能会成为阿姆斯特朗未来职业发展的一大障碍，但要想使公众淡忘自己的服药丑闻，将公众注意力转移到他的慈善事业中来，这一点可能无法避免。

    新罕布什尔大学（the University of New Hampshire）哲学教授、《我错了：道歉的意义》（I Was Wrong: The Meanings of Apologies）一书的作者尼克•史密斯认为：“道歉就是承诺做出改变。与承诺一样，当它们被说出口的时候，我们无法充分判断它的诚意。”做错事的人需要花时间深入挖掘自己的正面价值观，然后用实际行动（行为习惯）来体现这些价值观，开始重建自己的生活。“这种持续的成长能够塑造一个好人。道德的成长不会在短短一个新闻周期内就出现。”

    本文作者哈里森•莫纳斯是专业演讲学校“宗师学堂”的创始人，也是《自信演说者和高管风度》一书的作者。（财富中文网）

    译者：刘进龙/汪皓

    In the days following his Oprah appearance, "Armstrong must show whatever good comes from this week was not simply a one-time event managed by his lawyers and communications advisers," says Erin Powers of Houston-based communications firm Powers MediaWorks. Armstrong will have to display patience and commitment to maintain good behavior going forward while legal challenges may make candor and full disclosure more difficult.

    Perhaps the most courageous thing Armstrong could do next would be to speak out publicly against doping in sports. "He can do that in so many ways," says Andy Tannen, senior vice president and director of Strategy and Development at MSL New York, a global public relations firm. "Through public speaking to young athletes and students and writing a book that explains why he did it and why it is wrong."

    Staying away from racing would also cement the fact that his apology was to publicize his regret and not to get back into competition, says George Sopko, vice president of Stanton PR & Marketing in New York. A self-imposed ban from competing publicly may be a high hurdle for Armstrong to jump, although it may be unavoidable if he wants to refocus the public's attention towards his philanthropy and away from the doping scandal.

    "Apologies are promises to change," says Nick Smith, a professor of philosophy at the University of New Hampshire and author of I Was Wrong: The Meanings of Apologies.

    "Like promises, we cannot judge them fully in the moments they are spoken." Wrongdoers need time to search for their deepest values and to begin rebuilding their lives with habits that honor those principles. "This sort of persistent growth creates good people. Moral development does not occur within a news cycle."

    Harrison Monarth is the founder of GuruMaker--School of Professional Speaking. He's also the author of The Confident Speaker and Executive Presence.