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 […]


Michael Vick ‘Villain to Hero Playbook’ …Revealed

If you were considered the #1 villain in America … a dog fighting, law breaking bad guy … would you pay $111K for an image makeover? Michael Vick sure did … and it was the best money he ever spent. TMZ has obtained court documents from Vick’s bankruptcy case which show the NFL star paid […]


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 […]