08 Nov The famous guru who’s helping a growing number of startups battle bad press
Posted 11/08/2016 by Connie Loizos
To land a press interview with Brogan Bambrogan, the former CTO of the transportation startup Hyperloop, who is now suing the company over breach of fiduciary duty, you must first receive the blessing of Sitrick & Company, a 28-year-old, L.A.-based public relations firm whose other clients have included the wearable tech company Jawbone, the board of vegan food startup Hampton Creek, and the diagnostics company Theranos.
It’s easy to appreciate why Bambrogan hired the firm to filter media inquiries. When it comes to handling crisis situations in particular, Sitrick is as well-regarded as they come. Its approach, neatly captured by its tagline, is: “If you don’t tell your story, someone else will tell it for you.”
“We’ve been in a tricky position a number of times and the thinking [in Silicon Valley] has historically been to ignore [reporters],” says one Bay Area tech founder who has hired the firm but who asked not to be named in this story. “Sitrick takes a very opposite approach. You’re made to get into the trenches and engage. It can be a pain because it takes longer and you’re busy, but in many cases, the story is better and more balanced because of it.”