Lance Armstrong‘s beating cancer to become a cycling great is the stuff of legend, there certainly is no quarrel with that. Still, the ongoing whispers and allegations about doping continue to take their toll, and have suddenly become that much more real.
As crisis PR experts, all we have to say at this point is that it’s wise for the LIVESTRONG to run a crisis management playbook. That means preparing holding statements, talking points, prepping leadership on media Q&A, and media training for the cameras and mics. LIVESTRONG can’t say that Lance Armstrong isn’t part of the organization, and hence that his private concerns do not matter to the organization — both the man and the organization are brands, and they are one and the same in the public eye.
If the authorities do pursue the criminal investigation into Armstrong, it’s best for LIVESTRONG to not get caught flat-footed when the US Attorney’s shoe drops. Good luck, Lance…
