In the article, ESPN points out Lance’s website was a good plan…in theory. The cyclist is at the center of a major scandal. Here’s a guy, amazing athlete, diagnosed with cancer, but fights for his life to make the comeback of a lifetime, literally. He created the Livestrong brand that stands for surviving cancer. He has positioned himself as a hero and it looks as if that’s vanishing right before his eyes.
This got me thinking. In my PR classes, we always learn about crisis communications; what we should do if our brand has done something wrong and people find out. But what about if you’re wrongly accused? What do you do then?
Regardless of whether Lance doped or not, Facts4Lance.com may be doing more harm than good. This guy that use to warm the hearts of America and stand for hope is now coming off defensive, angry and aggressive. He’s getting mad at the same broadcasters that may have been willing to give him a chance to explain himself. Now, not so much.
The moral of this story is don’t burn bridges, because at least once in every lifetime we all have to cross a river we thought we’d never have to. And what then? Well, then you’re stuck.