BulletProofBlog the blog on crisis communications

Former NFL superstar Michael Vick is poised for a comeback. Recent efforts he' s undertaken to redefine himself for a largely skeptical audience may be too little, too late. On the other hand, if he plays his cards right, he could be wearing an NFL uniform within the next season or two. Recent reports that Vick is in talks to become a PETA spokesperson when he's released from jail show that at least he'll be off to a better start after prison than when the allegations were first made.

Because he was so slow to admit wrongdoing and his past apologies have been less than well-received, third-party validation of his commitment to righting past wrongs is absolutely imperative to playing in the NFL again. If that validation does, in fact, come from PETA (which remains a subject of speculation) or another animal rights group, it will be one strong statement about the person he' s become while simultaneously helping to neutralize the prospect of widespread demonstrations and protests wherever he plays.

But such validation is only one step on the road back. His remorse must be credible and tangible. Vick will need to actively and conspicuously invest both time and money in the right places. He has to actively, persistently, and persuasively communicate through both digital and traditional media outlets. And, he'll  need a broader pool of third-party supporters including respected sports figures and social commentators, not just animal rights advocates.

Of course, Vick only needs one of the NFL' s remaining 31 owners to be willing to take a chance on him. If he gets that chance, he may very well find - as other professional athletes have before - that the ability to win covers a multitude of sins. As a back-up plan, he could play in the CFL or the new UFL for a season or two to show the NFL that he still has what it takes. Of course, for a successful comeback, there's one final thing that is absolutely required. He still has to be a great player.