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,” says Mr. Sitrick, whose gravelly voice and jocular manner belie a reputation for bulldog tenacity.
“What I do is I use the facts to portray my client in a way that accurately reflects the situation but of course is the most favourable to my clients.”
Spin, he says, is just interpreting the facts in a certain way.