My message for Lance Armstrong: It's more about trust than forgiveness

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

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