If anyone understands the media, it’s author Michael Sitrick, aka the Wizard of Spin, or The Spinmeister.

His Los Angeles public relations agency, Sitrick and Co. Inc., helped Orange county, Calif., navigate through its bankruptcy storm. When Food Lion Inc. took ABC to court over a negative investigative story, Sitrick helped the grocery chain battle the network in the court of public opinion.

He’s a man that corporate CEOs, millionaires and celebrities turn to, to turn bad publicity into good.