WASHINGTON 鈥� He knows a bit about being an underdog in the pool. But now, can Ryan Lochte learn how to come back after a self-inflicted fall?
鈥淩yan Lochte has severely damaged his reputation,鈥� said public relations strategist Ramsey Poston of Maryland-based Tuckahoe Strategies. 鈥淩eputations are what we all live on 鈥� especially athletes who are in need of sponsor dollars.鈥�
And Lochte will see fewer of those sponsorship dollars after he admitted that he lied about being robbed in Rio. Lochte along with Rockville swimmer Jack Conger and two other U.S. swim team members are accused of vandalizing a gas station bathroom and getting into a confrontation with a security guard.
The athletes’ behavior and Lochte’s tales could mean they face . announced Monday that they鈥檙e dropping their endorsement deals with Lochte.
Over the years, Lochte has also had endorsement deals with Mutual of Omaha, Gillette, Gatorade, Procter & Gamble, Nissan and AT&T.
鈥淚f you ask people how many medals (Lochte) won in Rio, people probably wouldn鈥檛 be sure. This has overshadowed his career,鈥� Poston said.
Poston said聽Lochte can come back 鈥� but it will be painful.
鈥淗e needs to admit that he did wrong and apologize for the harm that he鈥檚 done,鈥� said Poston.
鈥淗e needs to take full responsibility for his actions and describe the lessons that he鈥檚 learned. And 鈥� he needs to address the steps that he鈥檚 going to take in order to make it right.鈥�
As for the method: 鈥淣o more . The American public needs to see into his eyes to show that he truly is sorry.鈥�
Poston said聽Lochte could do 聽or a news conference.
鈥淗e needs to fess up and make this right,鈥� Poston said.
Conger released a for the damage and his behavior. But he said he provided truthful statements to authorities, including that a weapon was pointed at the athletes.
