Back in the NFL, how should we see Michael Vick now?

Michael Vick's public-rehabilitation campaign is working because his public-relations campaign is working. To Dean Goldman, president of Norfolk-based PR-firm Goldman & Associates, that's the obvious message sent by NFL commissioner Roger Goodell's conditional reinstatement of Vick on Monday.

"I'm a little surprised Vick has gotten to where he's gotten at this point in the process," Goldman said shortly before Goodell announced his decision. "You know, this is tremendously controversial, what (Vick) did."

Federal prosecutors thought so: Newport News' Vick, the former Virginia Tech and Atlanta Falcons quarterback, last week completed a 23-month sentence for his role in a dog-fighting operation in Surry County.

But having gained Goodell's blessing to possibly play by the third weekend of October - should he sign with a team - Vick, 29, presumably will continue to rebuild his personal and professional images.

Judy Smith, a Washington, D.C. "crisis manager" who has worked with Monica Lewinsky, Barry Bonds, Kobe Bryant, actor Wesley Snipes and U.S. Sen. Larry Craig, has directed that effort.

So far, that has included linking Vick with a respected "mentor," former NFL head coach Tony Dungy, as well as the Humane Society of the United States, for whom Vick is slated to begin public-service work.

Goldman and two other local public-relations executives interviewed Monday agreed those are wise, if predictable, early moves in a critical, protracted and potentially lucrative endeavor for Vick, whose personal bankruptcy case remains unsettled.

"The more people who have a good reputation who are speaking on his behalf, the better off he's going to be," Goldman said. "The first thing I would recommend is Michael Vick not be the spokesperson for Michael Vick."

Dave Iwans, president of DIA in Norfolk, said of Vick's community-service plans, "It can't be a temporary commitment. He's got a rebuilding process that's a long time in the making. There is no quick fix.... You can't spin your way out of reputation and a criminal background."

Said Sean Brickell of Brickell & Partners in Virginia Beach, "So many people are on the gravy train here; the NFL, team owners, fans, TV, people he's in debt to for millions of dollars. It's 'Let's patch him up, get him back out there and get the money machine going again.' "

So far, the strategy has had Vick keep a low profile and decline interviews, but the local experts agreed that will soon have to change.

Vick could issue a statement on the Internet - as singer Chris Brown did recently regarding his domestic violence case - or submit to a more dangerous media question-and-answer session.

Either way, Brickell said Vick's words will draw inevitable skepticism.

"What's he going to say?" Brickell said. "He's going to say what they tell him to say. It's going to be like a Madonna concert; every single move, every single word will be planned and choreographed.

"I think it comes down to this; if you like Michael Vick, you're going to believe all this. If you don't like Michael Vick, you're not going to believe any of it. That's the best you can hope for."

That's why the industry veterans said what Vick does next will have to speak louder than what Vick says next. And as Brickell reminded, in pro sports it also helps if those actions include strong on-field performance.

"Let's just say he goes to Miami," Brickell said. "The first time they beat New England with him quarterbacking, (signing Vick) will be the best idea since night baseball."

Still, Iwans said, "I do think he does have to combine that with some sincere, passionate embrace of something that's going to be constructive outside of the NFL."

Goodell said as much in a letter to Vick, released Monday, that reminds Vick his ultimate, unconditional return will depend on myriad behavioral issues including "the quality of your work outside football."

"Reverse the process and ask, what's the downside to the NFL to do this?" Goldman said. "They have to be very careful. This thing could backfire very quickly if (Vick) doesn't do his job and stay out of trouble. A whiff of anything will really embarrass the NFL."

Tom Robinson, (757) 446-2518, tom.robinson@pilotonline.com