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Armstrong, under probe, remains in public view
Source: Agencies |
September 22, 2010, Wednesday
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WHILE prosecutors examine his past as part of a federal investigation into drug use in pro cycling, Lance Armstrong is sticking to a relentless public schedule of charity bike rides, speeches, endorsements and meetings with policy groups.
The seven-time Tour de France winner is doing anything but hiding.
And that, public relations experts say, is the way to stay popular, or at least, limit the damage to his reputation, even as prosecutors present evidence to a grand jury.
"It's all the right moves. Other athletes could learn from him," said Gene Grabowski, who guides high-profile figures through public relations crises as a senior vice president with Washington-based Levick Strategic Communications.
Armstrong was scheduled to be in San Francisco to visit a hospital with Mayor Gavin Newsome. When a federal grand jury considering the investigation meets in Los Angeles tomorrow, he'll be in New York City for the Clinton Global Initiative where he's headlining a panel on cancer in the developing world. President Barack Obama and first lady Michelle Obama are scheduled to be at the Clinton event later in the week.
Meantime, Armstrong is constantly updating his 2.65 million followers on Twitter with his musings on life, racing and music.
"We call it 'brazening it out.' You act as if there's nothing wrong," said George Merlis, founder of Experience Media Consulting Group. "All of these are laudable if he's doing it for the right reason, such as fighting cancer."
Analysts divided
But analysts are divided over whether Armstrong's image is taking a hit because of the doping investigation.
Armstrong ranked about average in popularity among sports figures, according to a survey conducted by the Q Scores Co in August and September. There's no indication that his negative recognition has grown at an alarming rate, unlike other athletes like Tiger Woods.
But Zeta Interactive, a marketing firm that tracks looks online to see how people are being viewed, found Armstrong has fallen far from his perch.
Zeta measured Armstrong at 92 percent popularity in 2008, and he was at 86 percent in July before the start of his final Tour de France. That number dropped to 51 percent in August when the federal investigation ramped up and has bumped only slightly to 55 percent in recent weeks.
The seven-time Tour de France winner is doing anything but hiding.
And that, public relations experts say, is the way to stay popular, or at least, limit the damage to his reputation, even as prosecutors present evidence to a grand jury.
"It's all the right moves. Other athletes could learn from him," said Gene Grabowski, who guides high-profile figures through public relations crises as a senior vice president with Washington-based Levick Strategic Communications.
Armstrong was scheduled to be in San Francisco to visit a hospital with Mayor Gavin Newsome. When a federal grand jury considering the investigation meets in Los Angeles tomorrow, he'll be in New York City for the Clinton Global Initiative where he's headlining a panel on cancer in the developing world. President Barack Obama and first lady Michelle Obama are scheduled to be at the Clinton event later in the week.
Meantime, Armstrong is constantly updating his 2.65 million followers on Twitter with his musings on life, racing and music.
"We call it 'brazening it out.' You act as if there's nothing wrong," said George Merlis, founder of Experience Media Consulting Group. "All of these are laudable if he's doing it for the right reason, such as fighting cancer."
Analysts divided
But analysts are divided over whether Armstrong's image is taking a hit because of the doping investigation.
Armstrong ranked about average in popularity among sports figures, according to a survey conducted by the Q Scores Co in August and September. There's no indication that his negative recognition has grown at an alarming rate, unlike other athletes like Tiger Woods.
But Zeta Interactive, a marketing firm that tracks looks online to see how people are being viewed, found Armstrong has fallen far from his perch.
Zeta measured Armstrong at 92 percent popularity in 2008, and he was at 86 percent in July before the start of his final Tour de France. That number dropped to 51 percent in August when the federal investigation ramped up and has bumped only slightly to 55 percent in recent weeks.
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