Given the attention facing resident Olympian “bad boy” Ryan Lochte, I thought I’d share some friendly advice I’d provide him if we were chilling out somewhere right now in North Carolina eating some pulled pork and enjoying a cold one. In doing so, I hope everyone can learn a few things about how to handle your next personal crisis. (Who is Ryan Lochte and why do we care? Get the background on his story here.)
1) The truth always comes out!
Sure as Simon Biles winning gold medals, the truth ALWAYS comes out. I know that is often hard to fathom when your blitzed out of your mind, or in the midst of having a tryst with your intern (Yes, I’m talking to you Bill Clinton).
2) Apologize (and mean it!)
Everyone has screwed up in their lives. That means we can all relate, in some small way, to anyone that finds themselves in the hot seat. Keep in mind, people are still going to be pissed at you so half-assed apologizes don’t count – they can even make matters worse.
I imagine Mr. Lochte probably regretted the story he told as soon as it came out (I hope) but as we saw, trying to spin a tale to hid the truth will ultimately backfire. So swallow your pride and plead your forgiveness to the public.
Here is a key point: Telling the truth ASAP is important because in the era of the 24/7 news cycle, once your apology is made, you are now old news and the media will turn its attention elsewhere. Keeping spinning lies and the media spotlight will stay brightly focused on you (not good).
Mr. Lochte did finally apologize on Friday via Instagram. Although it should have been made earlier, I thought his apology, although far from perfect, was a step in the right direction for repairing his battered image.
3) Don’t have your attorney making inane statements
I realize that Mr. Lochte has some possible legal issues to deal with but having the first person not named Ryan Lochte making statements about the situation should not be your attorney. What’s the first thing that comes to your mind when you hear the word “attorney.” That’s what I thought.
I cringed when the first sentence of a USA Today story (08/18/16) read: “Ryan Lochte is more victim than villain and he did not lie about being robbed at gunpoint, the American swimmer’s attorney told USA TODAY Sports.”
Why his attorney choose to say this is beyond me. He should have just stuck to what Mr. Lochte said in his public apology.
First, he did lie, otherwise he wouldn’t be in this mess and I wouldn’t be writing this blog post. Second, he may feel that he is a victim but he is the only one. Once the public and media decides on a narrative (e.g. “drunken American prone to violent behavior”), it’s really hard to tell a different story, especially if it’s coming from your attorney.
4) Hire a public relations professional
Perhaps if Mr. Lochte had some public relations assistance (shameless plug for my services), he can then begin to rebuild his credibility and more importantly his brand. His public apology was a good first step, albeit late.
Let me take another crack at that opening statement that his attorney made by just changing several words, “Ryan Lochte apologizes for his actions but also feared for his and his teammates safety after being held at gunpoint, the American swimmer’s spokesperson told USA TODAY Sports.
That reads a little better doesn’t it. Issues apology right away – check. Talks about fearing for his safety – who wouldn’t if a gun in pointed in your general direction. Lastly, statement comes from a “spokesperson” instead of an attorney. The statement also sticks to the same conciliatory tone used in his public apology instead of trying to play the victim card.
5) Do something nice
If I were advising Mr. Lochte, I’d first have him send the owners of that gas station a big fat check. Second, I’d advise him to ask the U.S. Olympic Committee to use its contacts to determine an appropriate local charity to make a donation as a good will gesture to the people of Rio.
I would not make a fuss about these donations but you know it will eventually get out – and that’s the point. Yes, his donation will be self-serving. But let’s face it, a little positive media is just what the doctor ordered right now.
6) Ask for advice from someone who has been in your position
Okay, I know Lochte and Phelps aren’t exactly BFFs but Phelps has dealt with negative hits to his public image before and last time I checked, he was doing alright. One of your best allies is time. The more time passes from your screw up, the more the public forgets the bad and only appreciates the good. Case in point: Michael Phelps and Bill Clinton.
Ultimately, this is all about Mr. Lochte rebuilding his damaged brand, let alone any chance of representing the U.S. in Tokyo four years from now. Mr. Lochte please do yourself some good and hire yourself a good public relations professional. You can PM anytime on Twitter (@Eco_Econ_Future).
Eco-Econ Future 