A strategy memo to Lance Armstrong

The following is a fictional crisis communications strategy memo to Lance Armstrong after his interview with Oprah Winfrey.

Dear Lance:

Thank you for hiring us as your crisis communications firm. I wish it had occurred prior to your poor performance during the Oprah Winfrey interview but that horse has left the barn.

This memo broadly outlines what needs to take place if we are to even partially restore your reputation over the long term.

First, understand where your interview with Oprah went…