General Blum retired from his role in the United States Army in June this year after 41 years of service. He is an internationally renowned expert on homeland security and will accordingly take charge of the firm’s dealings in that area.

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Mike Sitrick was never supposed to work in public relations. As a young man he wanted to be a journalist and worked briefly as a reporter when, in 1969, he found himself in talks with the Chicago Tribune about a job paying $125 a week.

He also received an offer worth $160 a week working in PR at the University of Maryland, where he had studied. “I said to my wife: ‘I love journalism but I’d rather eat,’ ” he recalls.

The companies, celebrities and other clients that have relied on Mr Sitrick’s skills since he founded his own firm in 1989 after working at various businesses in-house, will be glad he chose the career he did. From his headquarters in the heart of Los Angeles, Sitrick and Company has carved out a lucrative niche offering crisis advice for embattled companies and celebrities who have found themselves in the media’s cross-hairs.

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Although the bulk of his firm’s business is mundane, shepherding companies through bankruptcy and other financial transactions, Sitrick is best known for representing those in hot water.

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American corporations today are in crisis, with many companies facing a fusillade of charges and public faith in business leaders sinking to its lowest levels since the Great Depression. Enter the fine art of “crisis communications,” in which public relations pros tend to the interests and reputations of clients facing scrutiny from the media, shareholders or other quarters.

Perhaps the field’s top practitioner is Michael Sitrick. As founder, chairman and CEO of Sitrick and Co. Inc., in Los Angeles, he’s made a specialty of doing damage control for a range of top executives, celebrities and even the Catholic Church.

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Michael Sitrick, founder and chairman of Sitrick & Co., a Los Angeles crisis management firm, has counseled CEOS in more than 150 bankruptcies since 1989, including Purina Mills’ and Burlington Industries’.

This is the first Oscar winner with its own crisis PR manager, the inveterate Sitrick and Co. The firm, whose other clients have included Orange County in the middle of its bankruptcy, Enron wannabe Global Crossing and Paula Poundstone, wasn’t brought on to squelch tales of Russell Crowe’s sex life or hide evidence of discontent on the set, but to inoculate the film from a far graver adversary: the truth.