????休斯敦公關公司Powers MediaWorks的艾琳?鮑爾斯認為，在奧普拉的節目中亮相后，接下來“阿姆斯特朗必須證明，這一周以來的良好表象并不只是他的律師和公關顧問為一時之需而策劃的公關行動。”雖然法律上的挑戰可能讓他越來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，同時承諾未來將不會再有不良行為出現。

????或許接下來，阿姆斯特朗可以公開反對運動員服用興奮劑。他要這么干需要巨大的勇氣。安迪?坦妮認為：“他可以有許多種方式。比如通過向年輕運動員和學生演講，或通過出書的方式，解釋他為什么會服用禁藥？為什么服用禁藥是錯誤的。”安迪?坦妮為全球性公關公司MSL New York高級副總裁兼策略與發展業務負責人。

????紐約公關公司Stanton PR & Marketing副總裁喬治?索普科認為，不再參加比賽也能夠證明，他之所以進行道歉，目的只是為了向公眾表達自己的悔恨之心，而不是為了重新回到賽場。自愿禁賽可能會成為阿姆斯特朗未來職業發展的一大障礙，但要想使公眾淡忘自己的服藥丑聞，將公眾注意力轉移到他的慈善事業中來，這一點可能無法避免。

????新罕布什爾大學（the University of New Hampshire）哲學教授、《我錯了：道歉的意義》（I Was Wrong: The Meanings of Apologies）一書的作者尼克?史密斯認為：“道歉就是承諾做出改變。與承諾一樣，當它們被說出口的時候，我們無法充分判斷它的誠意。”做錯事的人需要花時間深入挖掘自己的正面價值觀，然后用實際行動（行為習慣）來體現這些價值觀，開始重建自己的生活。“這種持續的成長能夠塑造一個好人。道德的成長不會在短短一個新聞周期內就出現。”

????本文作者哈里森?莫納斯是專業演講學校“宗師學堂”的創始人，也是《自信演說者和高管風度》一書的作者。（財富中文網）

????譯者：劉進龍/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.