By David Ayers
We've been following the action of the Tour de France lately, and while there haven't been any doping scandals yet (cross your fingers or knock on wood), it does bring back memories of all the controversies over the past few years. Floyd Landis' particular situation comes to mind.
In the wake of his recent admission that he used performance enhancing drugs to fuel his victory in the Tour de France in 2006, it is safe to say that the wheels have officially come off the public relations strategy used by disgraced cyclist Floyd Landis.
For four years, Landis spent time on the grassy knoll of conspiracy and blamed faulty drug tests for his problems. And, then, after finally admitting he had cheated, he threw away any remaining credibility he had left by accusing former teammate Lance Armstrong (and others) of doping as well.
His admission – coming years after the apparent victory – smacks of Pete Rose (not a good thing) in that he had every opportunity to own up to what he did and made it worse by living a lie. Heck, he even went out and solicited contributions to a “defense fund” in an effort to fight the allegations.
But, in the end, it was the simple premise of just telling the truth that now leaves him in the category of disgraced former athletes, ala Marion Jones, who is now working her way back by playing women’s pro basketball following a drug scandal that led her to forfeit her Olympic medals.
And, that’s really the point – telling the truth is the noblest of PR strategies. It’s just too bad that our heroes and heroines of the sporting world forget that when it’s time to step up in a difficult situation when the game’s on the line.
A respected public relations counselor and former sportswriter, David Ayers serves as the Director of Public Relations at MZD Advertising.
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