Can Justin Bieber's PR Guy Save Ryan Lochte's Image?

As Ryan Lochte quickly moved from brave robbery victim to possible gas-station vandalizer, he's "taken a beating" in the press, so "it's no surprise" the Olympic swimmer has hired someone to help with his image, according to the Hollywood Reporter. That someone is Matthew Hiltzik, a "PR guru" who has worked with multiple high-profile clients, such as Alec Baldwin, Manti Te'o, Katie Couric, and Harvey Weinstein. Mashable reports Hiltzik was the one who dealt with Justin Bieber's paternity claim in 2011. Hiltzik was hired by Lochte Thursday as his robbery story continued to fall apart, and an apology posted to Lochte's Instagram account Friday is "no doubt the work of Hiltzik." Lochte is facing possible charges in Brazil for making a false police report. (More Ryan Lochte stories.)