Was Lance Armstrong's apology effective?

This transcript is automatically generated

Yes and yes the admission coming as no surprise for many in the sports world.

But it still certainly ruffling a lot of feathers after Armstrong friendly deny doping for years not so when so aggressively.

After those two said that he was doing it China sale -- that senior writer for ESPN magazine and author of staring nation.

-- -- how -- PR consultant and author of rethinking reputation which is probably going on right now.

In the Armstrong -- appropriately titled book their Frazier -- yes you really quick as we heard all those questions.

And Lance admitting to the using -- different substances you know a lot about the -- -- how big a deal is -- that he he took all those things.

You know there's no such thing he says that took votes a little EPO and you get a there's no such thing there was a there was -- recent study done in Europe.

A sixteen -- they were given EPO they all were able to increase there -- time to two maximum.

Exhaustion by 50% just a little bit of this stuff will improve -- 50% on a time trial on an uphill climb they need to separate the difference in winning and not when it.

So completely different athlete you become -- completely different athlete he's got a whole lot more yourself.

A hole behind obviously a whole lot more yeah what did you think of Antonio after you look at this stuff for years -- -- you know.

-- -- this thing really really you can do this now you can just you can just now a massive defense -- A young lovely woman who was you know trying to tell the truth about to -- -- you can do that and then say oh so are you go if a weirdly disconnected to me.

And there was a lot of well my generation this generation she was trying to sort of -- himself into some larger beast when.

In the US Anti Doping Agency says he was the beast.

-- -- didn't necessarily like when he -- Frazier bad eight PR consultant that deals with reputations and -- professional people.

Was -- successful in this -- BO.

I I feel it for what it was and who he is I thought he was credible people say well he didn't cry.

-- the guy's a tough guy he was a bully he was -- the people and so on what you tell people to do is say look make a full confession.

He did -- wasn't a John edwards' confession -- -- -- seven tourists and I dealt with number one.

You say apologize.

He took the hit it -- -- a Mark McGwire -- pregnant apology I was under too much stress he said it was my fault I deserve it.

He volunteered to help find better regulations.

But he said I have no credibility.

I understand that they don't want me to do it.

And then you say OK be sincere people say well this guy could never be sincere.

What he said was my whole life was alive.

That's pretty brutal Chinese checking a had a little -- Well you know maybe he was forthcoming and into one thing -- where -- -- the line was.

I didn't until during my comeback in 2009 to 2010 -- years by the way -- he was very emphatic about that I mean do you know do people with evidence suggesting that that's -- may not be entirely true.

Look up what I think what's going on here is that this was this was.

The first step towards making a proper what basically showing the government what he could say if they decide to drop charges against him more or bring him in.

Real quick here -- -- jury.

You can get the feeling as we watch this week play out that it's part of a broader strategy to do something we hear he wants to re -- competition.

-- -- -- -- -- If you were -- Orchestrating the strategy.

What would it be from from this point nine.

From this book personal when he went on yesterday he lost millions of dollars could -- knowledge the he's got to give that money back.

My suspicion is his lawyer said don't do this lawyers always say don't shut up.

-- get away with it the PR advice is tell the truth -- my suspicion is he did this to try to begin.

To get his life back.

To get his reputation back and to salvage what he has left of the.

I think he's telling the truth -- like to get your quick thoughts on an anti -- story as well because as of today we haven't heard from anti tale.

When do we get the truth whatever it is according to hand how would you advise him.

What I would say to him is get out immediately and what I like -- oh crap you know in a press conference because there are many questions it's unraveling as we speak.

He's Notre Dame is the one who's really got its reputation on the line they've got egg on their face -- they don't want an omelet.

So with this guy's got to do is he's got to come forward immediately.

-- soon as possible because he's losing every every time every -- losing.

More and more credibility and Notre Dame better hope that all he was was stupid and not duplicity.

So we'll see we'll wait we'll reserve judgment until we hear from him and and maybe we will -- we want nothing planned at this time -- just.

Broadly speaking we take a look at this world -- sports in this last week.

And all these stories and some -- it.

Take this to a different level this is something about -- celebrity culture this is something about our sports heroes.

Didn't.

Dad do these stories say anything about that is there a bigger point to some of these stories are they just you know isolated events -- certain individuals.

You know I mean I'm -- mom bloat just to sort of good news stretched too -- but I do think it shows that.

We want to be inspired we want our athletes to do it to have.

You know touching stories that we can believe in and yeah this is the case where today -- yesterday we we had our hearts broken by one in.

You know I think is a lot this there's a lot people -- hoping we -- get our hearts broke hearts broken again.

That's -- searching for inspiration a lot of different areas in this country and maybe being disappointed in some cases turn from turn unless you have Frazier -- That can help save your reputation and -- -- -- superstars like the three of us thank goodness I'm sure cart date first our great proper that.

Fraser I think that -- I appreciated that it's going to be as -- big stories we'll continue to watch giants are you warning.

Watch Live

Was Lance Armstrong's apology effective?

Details

Clips

Happening Now

Study: Heartburn increases risk of some cancers

New developments in Maxim model murder trial

Is threat from global terror winding down or changing?

New information about the London terror suspects

Are drones necessary to prosecute war on terror?

Will prosecutors drop the death penalty in Jodi Arias trial?

Lawmakers overlooking CIA's role in Benghazi attack?

Rebuilding after disaster: Lesson of Greensburg, Kansas

Oklahoma tornado: After devastation comes threat of disease

Terror expert: Brutal London attack not random act

Special prosecutor in Lois Lerner's future?

What's next in IRS investigation?

Transcript

Recommended