????休斯敦公關(guān)公司Powers MediaWorks的艾琳?鮑爾斯認(rèn)為，在奧普拉的節(jié)目中亮相后,，接下來(lái)“阿姆斯特朗必須證明,，這一周以來(lái)的良好表象并不只是他的律師和公關(guān)顧問(wèn)為一時(shí)之需而策劃的公關(guān)行動(dòng)?！彪m然法律上的挑戰(zhàn)可能讓他越來(lái)越難坦白和完全披露,，但阿姆斯特朗必須向公眾展示他的耐心，同時(shí)承諾未來(lái)將不會(huì)再有不良行為出現(xiàn),。

????或許接下來(lái),，阿姆斯特朗可以公開(kāi)反對(duì)運(yùn)動(dòng)員服用興奮劑。他要這么干需要巨大的勇氣,。安迪?坦妮認(rèn)為：“他可以有許多種方式,。比如通過(guò)向年輕運(yùn)動(dòng)員和學(xué)生演講，或通過(guò)出書(shū)的方式,，解釋他為什么會(huì)服用禁藥,？為什么服用禁藥是錯(cuò)誤的?！卑驳?坦妮為全球性公關(guān)公司MSL New York高級(jí)副總裁兼策略與發(fā)展業(yè)務(wù)負(fù)責(zé)人,。

????紐約公關(guān)公司Stanton PR & Marketing副總裁喬治?索普科認(rèn)為，不再參加比賽也能夠證明,，他之所以進(jìn)行道歉,，目的只是為了向公眾表達(dá)自己的悔恨之心，而不是為了重新回到賽場(chǎng),。自愿禁賽可能會(huì)成為阿姆斯特朗未來(lái)職業(yè)發(fā)展的一大障礙,，但要想使公眾淡忘自己的服藥丑聞，將公眾注意力轉(zhuǎn)移到他的慈善事業(yè)中來(lái),，這一點(diǎn)可能無(wú)法避免,。

????新罕布什爾大學(xué)（the University of New Hampshire）哲學(xué)教授、《我錯(cuò)了：道歉的意義》（I Was Wrong: The Meanings of Apologies）一書(shū)的作者尼克?史密斯認(rèn)為：“道歉就是承諾做出改變,。與承諾一樣,，當(dāng)它們被說(shuō)出口的時(shí)候，我們無(wú)法充分判斷它的誠(chéng)意,?！弊鲥e(cuò)事的人需要花時(shí)間深入挖掘自己的正面價(jià)值觀，然后用實(shí)際行動(dòng)（行為習(xí)慣）來(lái)體現(xiàn)這些價(jià)值觀，開(kāi)始重建自己的生活,。“這種持續(xù)的成長(zhǎng)能夠塑造一個(gè)好人,。道德的成長(zhǎng)不會(huì)在短短一個(gè)新聞周期內(nèi)就出現(xiàn),。”

????本文作者哈里森?莫納斯是專(zhuān)業(yè)演講學(xué)?！白趲煂W(xué)堂”的創(chuàng)始人,，也是《自信演說(shuō)者和高管風(fēng)度》一書(shū)的作者。（財(cái)富中文網(wǎng)）

????譯者：劉進(jìn)龍/汪皓

????In the days following his Oprah appearance, "Armstrong must show whatever good comes from this week was not simply a one-time event managed by his lawyers and communications advisers," says Erin Powers of Houston-based communications firm Powers MediaWorks. Armstrong will have to display patience and commitment to maintain good behavior going forward while legal challenges may make candor and full disclosure more difficult.

????Perhaps the most courageous thing Armstrong could do next would be to speak out publicly against doping in sports. "He can do that in so many ways," says Andy Tannen, senior vice president and director of Strategy and Development at MSL New York, a global public relations firm. "Through public speaking to young athletes and students and writing a book that explains why he did it and why it is wrong."

????Staying away from racing would also cement the fact that his apology was to publicize his regret and not to get back into competition, says George Sopko, vice president of Stanton PR & Marketing in New York. A self-imposed ban from competing publicly may be a high hurdle for Armstrong to jump, although it may be unavoidable if he wants to refocus the public's attention towards his philanthropy and away from the doping scandal.

????"Apologies are promises to change," says Nick Smith, a professor of philosophy at the University of New Hampshire and author of I Was Wrong: The Meanings of Apologies.

????"Like promises, we cannot judge them fully in the moments they are spoken." Wrongdoers need time to search for their deepest values and to begin rebuilding their lives with habits that honor those principles. "This sort of persistent growth creates good people. Moral development does not occur within a news cycle."

????Harrison Monarth is the founder of GuruMaker--School of Professional Speaking. He's also the author of The Confident Speaker and Executive Presence.