The Master of Spin

Michael Sitrick, CEO and founder of Sitrick And Company, sat down with Columbia Journalism Review’s Lyz Lenz for a wide-ranging, unfiltered interview. Sitrick discusses growing up as the oldest of three boys, how he found his way into PR, and the early career risks that shaped his approach to crisis communications.

The conversation goes beyond the headlines to reveal how Sitrick built his firm’s reputation for turning around some of the most difficult media situations imaginable, and why he believes facts, not fabrication, are the foundation of sound reputation strategy. It’s a rare, candid look at the strategist journalists both fear and respect.