The American swimmer Ryan Lochte once said, “I see me being a designer, I see me being a model, I see me being a TV star." Lochte will be understandably and probably permanently dismayed that, despite winning 12 gold medals in three Olympic games, he'll be remembered for some drunken foolishness at a gas station in Rio de Janeiro. Son, you just learned the hardest lesson of public relations, best described by an old Greek named Dimitri.
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