Too Little, Too Late for Big Mac?

Judging by this blog, there certainly doesn't seem to be any shortage of PR crises in the world of sports. But today's news that home-run slugger Mark McGwire finally admitted to using steroids may be particularly noteworthy in determining the statute of limitations for other disgraced champions.

Traditional crisis communications theory calls for managing the court of public opinion as diligently as the court of law. For years McGwire ignored this tenet, particularly in 2005 when he refused to discuss any possible steroid use during sworn testimony before a Congressional subcommittee.

While refusing to implicate himself allowed McGwire to steer clear of perjury charges -- unlike Barry Bonds and Roger Clemens, who are widely believed to have lied to government officials in denying steroid use -- Big Mac's public image (and Hall of Fame prospects) were hopelessly tainted by his skirting of the issue.

Now, on the eve of his return to baseball as hitting instructor for the team with which he accomplished his amazing feats, the St. Louis Cardinals, McGwire has finally come clean. The question is, will it be too late to salvage his reputation?

I always wondered why baseball players of McGwire's era didn't simply own up to their actions. Steroid use was not illegal, nor was it in violation of the sport's own code of conduct at the time. Those who have fessed up have largely been forgiven by both the public and the pundits.

Conventional wisdom in crisis management consists of three imperatives: Tell it, tell it all, and tell it fast. McGwire's 2-for-3 performance equates to a .667 batting average . . . Hall of Fame numbers to be sure.