So, where or who is Ryan Lochte’s publicist? I know I am the type available 24/7 but that’s the life I chose. I make my life by taking care of yours.
What would I have done? Ryan Lochte has never been one to follow rules. Athletes travel a lot, but they are often given restrictions and curfews. In other words, keep your ass in the hotel we are Olympians, set an example and if you must party do it in your hotel, confiscate cameras and let someone on your management team know. It’s not like babysitting, just hey, “I’m having guys night in…” Your manager will tell you its a terrible idea, but you put it out there and that’s when they start damage control just in case. We are hired to protect your brand and part of your brand is your image. publicists are paid to do whatever is necessary to make you look good. You don’t have to be a prude for a client, you may be advised to not do something, but if you speak it our job is to have a plan B.
Anyone who thinks Lochte is a saint, is naive. Americans are brilliant because they make winning look easy. They are on press junkets, Late Night interviews, posting on Snapchat, Twitter, etc. all at the same time they are winning gold medals. That’s another post, but. My take is these guys are still high from their win, in a new and intriguing town, “Why not try Tinder?” I mean have you noticed the hometown of some of the world’s top models *cough Giselle cough Alessandra* etc. Maybe he swiped right? He asks where the good-looking Brazilian women (Matthew McConaughey) are and decides to take his homes out on the town and pull.
Well, that’s all well and good, but somehow he didn’t wear his halo or even a hoodie. You have to know you are in Rio, carnivals, festivals, Avicii, tourists, etc. are among the general population. Dude, that hair needs to be in cognito and use and Uber. American swimmers stand out like prostitutes in church. They don’t blend in. Of course, someone is either going to discover you, or challenge you, but this is hypothetical.
Something went wrong they created a story, but it’s 2016 and social media, cameras and opportunists are on the rise right now. You are an Olympian who was allegedly robbed in another country while a historic event is happening. When you do wrong, always, and I mean always go for the simple truth rather than the complicated lie. You have to be pathological if you are going to lie. Live it, breathe it, repeat it and if necessary, lawyer up. You can only be questioned so often until the cracks start to show. In addition, there are too many people involved. Two guys keeping a story, is tough, three guys is a set up for, and four is a definite fail. Too many variables. Not everyone can lie well.
How about we try my version.”Some of the swimmers from the American Olympic team wanted to celebrate their team’s victory. Against, there better judgement, they decided to venture from the hotel for a few hours and an incident happened.” Well, sure, but we have photos of them doing “insert naughty behavior here”, and these are public figures. Don’t you find it irresponsible of them to (party, drink, Tinder) during and Olympic event? “As I said, the men had just won several gold medals for their country and were caught up in the moment and not the consequences. It’s difficult to be in the mindset of an Olympian from a press or journalist perspective. Much like if you win a gold in Pulitzer, as a writer, a nice dinner would maybe suffice; however, some want to celebrate and I guess hotel food and television didn’t alleviate the adrenaline, and there’s only so much Snapchat you can do. Thanks for your understanding and appreciate your concern.” PERIOD! No one talks to the press until a statement has been made. The press are cheeky bastards, they are the holier than thou at the moment, devil’s advocate if you will. They understand, but their job is to be the voice of reason. Feed them their story and shut up, another story will be transpiring, after all someone is losing, someone has an under dog story, etc.
Always remember to have one petite female on your team. When facing a pack of reporters, it looks like bullying and that turns the attention from the reporters as fact finders to cockroaches. We still remember that Lady Diana would still be here if it weren’t for people in this field, so this isn’t the time for the stone cold man with th e rbf and deep voice. Those are best for on the field, you need a publicist that people want to like. Give them an honest reply and move on.
I speak this from experience on both sides. When trouble happens, own it and when explaining it less is more. Less is always the preferred option!