Michael Vick, Advisors and the Law of Crisis PR

Michael Vick, his personal advisors and the spin-doctors I've seen commenting on his comeback have been dancing around the subject of his apology and road to redemption. I watched the 60 Minutes interview with Vick and reporter James Brown appeared to ask all the right questions but Vick didn’t provide a definitive answer or a gutsy promise to advocate against dog fighting and animal cruelty.

The Law of Crisis PR calls for those accused of wrongdoing to be crystal clear about their epiphanies and reasons why the public and the authorities should forgive them. I don't think Vick and his advisors have met these criteria. He still sounds like he is saying he is sorry he got caught but not that he has truly changed his mind about the validity and justification of dog fighting. He didn't explain what caused his change of heart other than being arrested, fined, sent to jail and having his career almost destroyed.

Unless I have missed such quote, possible given how much has been said about Vick's release and reigniting his career, I have not heard Vick say something truly sincere like, "Dog fighting and what I did to dogs, what my friends have done and may still be doing to dogs and what those who still dog fight are doing is wrong. Despite the thrill and cultural machismo involved there is no redemption or reason for dog fighting, cock fighting, or any of that kind of sport in America or anywhere else. Anyone who is involved in that kind of activity is a bully and a coward driven by peer pressure. I should know because I’ve been there."

I still haven't heard a strong denunciation from Vick, he’s said close - but no cigar. Vick did say on 60 Minutes that he rationalized dog fighting because cops in his neighborhood turned a blind eye and he had seen the blood sport practiced by adults and others ever since he was a kid.

I’ve covered dog fighting and cock fighting stories as a reporter in Colorado and have some firsthand insight into this twisted world. Vick has taken baby steps by promising the Humane Society, the court and the NFL he will continue to lecture kids but I don't think this is enough to make a substantial difference. These are all safe actions.

We haven’t heard whether he lectured against dog fighting while he was in prison and tried to convince fellow inmates about his change of heart. Would he do this in prisons or on the street where it would take real guts and might be seen as him being soft? We don’t know. Is he testifying against other dog fighters or planning to be an expert court witness on the matter? No indication there either. Will he talk to other athletes and particulary NFL players who didn't seem so ruffled by Vick's actions until after their advisors told them to shut up? Your guess is as good as mine.

If you are going to play the system in this case and other crises by taking the safest road possible you should consider redemptive behavior that really makes a difference and truly can win over most audiences. In order for that to happen you have to be very clear about why you changed your actions and your mind. Maybe Vick has changed and truly wants to help others. I hope so. Maybe he has received some pretty good but not great advice, which leaves questions hanging out there.

Everyone should get a second chance, especially after they've served prison time. But society and all of our systems should take the opportunity to push that person to not only change their actions in the future but take all steps to correct the disgraceful situation or subculture that they had been part of. Or else, nothing or very little will change and one is left dealing with a public – in Vick’s case - that remains largely unconvinced of one’s remorse.