MICHAEL S. SITRICK
Founder, Chairman & CEO
Michael Sitrick is the Founder, Chairman and Chief Executive Officer of Sitrick And Company. An internationally recognized expert in the strategic use of communications, Mr. Sitrick has been the subject of numerous articles focusing on the results he has achieved for clients.
- Fortune magazine called him “one of the most accomplished practitioners of the dark arts of public relations” and “The Winston Wolf of Public Relations.” “Wolf,” Fortune explained, was the fixer in Pulp Fiction. Played by Harvey Keitel, he washed away assassins’ splatter and gore. Sitrick cleans up the messes of companies, celebrities and others and he’s a strategist who isn’t averse to treating PR as combat.”
- The Los Angeles Times called him in a headline, “The Wizard of Spin.”
- A Forbes’ headline referred to him as, “The Flack for When You’re Under Attack.”
- The Financial Times called him “The spin doctor’s spin doctor.”
- Gawker’s headline referred to him as: “Ninja Master of the Dark Art of Spin.”
- Fast Companysaid, “Everyone understands the importance of shaping a story, but few are as shrewdly proficient at manipulating the media as L.A. crisis manager Mike Sitrick…”
- Los Angeles Magazine wrote: “Sitrick is a pure product of the 24-hour news cycle, of a culture dominated and defined by newspapers, magazines, TV, radio, the Internet, of the never-ending noise streaming into our lives. Beyond his aggressiveness, beyond his toughness, what distinguishes Sitrick is his ability to play the media to his clients’ advantage.”
- The Columbia Journalism Review wrote: “Michael Sitrick is a public relations puppet master who has pulled the strings behind some of the biggest stories in media. He specializes in crisis PR and has made a name for himself as the man you call when you have money and step in some shit… Sitrick hewed the contrarian take when Slate was just a twinkle in Michael Kinsley’s eye. Sitrick was using the internet and social networks to stoke distrust in the media when Donald Trump was still hosting WrestleMania. Seeing journalism through the eyes of someone so good at manipulating it might offer us a window into understanding what’s gone so wrong. Or maybe it offers us nothing; maybe he was just spinning me, too…”
Since founding Sitrick And Company nearly 31 years ago, he has provided advice, counsel and developed and implemented strategic communications programs for more than 1,000 companies, including some of the world’s largest corporations, as well as scores of high profile individuals – both on routine and extremely sensitive matters. While his work has been largely concentrated in the world of business, clients also have included companies and individuals in sports, entertainment, academia, healthcare, religion and politics. In politics, he has provided counsel to two candidates running in the U.S. Presidential primaries, United States Senators and a big-city Mayor – among others.Matters with which he has been involved span the spectrum. Although many of Mr. Sitrick’s cases have dominated the headlines, the cases that are never heard about –where Mr. Sitrick and his firm have kept their clients out of the media and off the Internet – are equally if not more noteworthy.
Under his direction, Sitrick And Company grew to the 15th largest independent firm in the nation in its first year of business. It broke into the top 10 in its second year.
Prior to forming the firm, Mr. Sitrick served as Senior Vice President – Communications for Wickes Companies, Inc. A member of that company’s senior management team, he was the architect of Wickes’ Chapter 11 communications programs. He also directed the company’s communications efforts through a series of takeover attempts and defenses, litigation issues, major product liability problems and numerous other critical matters.
Before joining Wickes, Mr. Sitrick headed Communications for National Can Corporation, was a Group Supervisor for the Chicago public relations firm Selz, Seabolt and Associates, and served as Assistant Director of Public Information in the Richard J. Daley administration in Chicago. He also did reporting for such publications as the Washington Star and the Baltimore News American, as well as WSID Radio in Baltimore.
Mr. Sitrick has lectured on public relations and crisis management before numerous professional groups and forums, as well as at the graduate schools of Columbia, Dartmouth, UCLA, USC and the Mike Wallace Journalism Fellows Program at the University of Michigan. Mr. Sitrick is the author of the critically acclaimed book, “Spin– How to Turn the Power of the Press to Your Advantage,” which was published in April 1998 by Regnery Publishing Company and is a contributing author to the books “Turnarounds and Workouts,” published by Dow Jones/Irwin, and “The Art Of Doing,” published by Penguin.
Mr. Sitrick serves on the Board of Directors of NantHealth, a company founded and chaired by Dr. Patrick Soon-Shiong, which is listed on NASDAQ . He is a former board member of NASDAQ-listed APP Pharmaceuticals Company and Abraxis BioScience, as well as a Trustee of Saint John’s Health Center in Santa Monica, CA. He also served as a member of the boards of the Turnaround Management Association and the Jewish Television Network and an advisor to the 1939 Club, the largest Holocaust Survivors organization in the United States. Both the Los Angeles Times and Los Angeles Magazine named him one of the 100 Most Powerful People in Los Angeles.
Mr. Sitrick is the author of two books: “Spin,” published in 1998 and “The Fixer, published in 2017. He holds a B.S. degree in Business Administration with a major in Journalism from the University of Maryland, College Park. He is married to the former Nancy Eiseman.
In my decades of experience in crisis communications, I have rarely seen such uncertain times as this for corporations and businesses, even following 9/11 and the 2008 recession. Unless you are in the enviable position of running home delivery services or toilet paper manufacturing, there are few businesses that are likely to remain unscathed, presuming they survive.
The COVID-19 pandemic continues to reveal new challenges few could have anticipated. Beyond the health care issues—which of course, must take priority—cybersecurity has become an increasingly critical concern—either because of outright scams or hacking of vulnerable remote networks.
To Our Clients and Friends: We hope you are all safe and healthy during this harrowing and stressful time. We wanted to offer our help to anyone who might need it for managing this crisis or for preparing for life on the other side of…
If you don’t tell your story, someone else will tell it for you. Even the richest and most famous people and the largest corporate behemoths, however impervious to attack they may seem, can be crushed.