Meet Michael Sitrick: The ‘fixer’ you call when your reputation is on the line

Michael Sitrick is OK with the title of spinmeister. That is what he does, after all — though he sees it a bit differently than most people. “You can give me a set of facts and I can write you four stories from the most negative to the most positive without changing a single fact,” […]


CU Buffs look to restore image ‘damaged’ over last 10 years

Fans, experts say more needs to be done besides just winning By Sarah Kuta Camera Staff Writer When Mateo Martinez wears University of Colorado gear out in public, people laugh at him. The 2005 CU graduate tries to defend the school by talking about the basketball teams’ recent successes, but it’s no use. “Football is […]


Skittles, Trayvon Martin and Corporate Responsibility

One of the web’s biggest social media successes suddenly goes silent By Claude Brodesser-Akner Over the last four years, Skittles has enjoyed an enviable social-media presence — with some 25 million followers on Facebook and more than 100,000 on Twitter, it’s one of the highest-profile brands on the web. But since Skittles’ last posts on […]


What A Celebrity Wizard Of Spin Can Teach You About Shaping Your Own Story

BY CAMILLE SWEENEY AND JOSH GOSFIELD Maintaining a positive public image is hard work for any person or company–but it’s easier if you understand how to get out in front of the media. L.A.’s foremost PR rep to the stars Mike Sitrick reveals a few gems from his bag of tricks. Everyone understands the importance […]


The Education of Papa John

How America’s most famous pizza guy got schooled on the hazards of politics and media. By James Bandler with Doris Burke “Like more than one figure caught in a media cyclone, Schnatter turned to one of the most accomplished practitioners of the dark arts of public relations. He and the Svengali began plotting a counter-attack…The […]