The recent furor over Lance Armstrong's "confession" to Oprah Winfrey has been analyzed every which way. People are wondering if it's appropriate and even necessary to forgive such a public figure. Media guru Phil Cooke offers his perspective on why, for Lance Armstrong anyway, it's not about forgiveness; it's about trust. As a working film producer and media consultant to some of the largest and most effective nonprofit and faith-based organizations in the world, Phil is an expert in how messaging comes across to a discerning and often critical public.
Phil's most recent book is Unique: Telling Your Story in the Age of Brands and Social Media. This article originally was published on FoxNews.com.