Even if you don’t know his name, you know his work. And even if you don’t know his work, you know the people and companies that are indebted to him. He has advised presidential candidates, helped launch companies, tackled mammoth scandals, provided litigation support for big cases and small and put pressure on some of the world’s highest profile executives and largest companies. He is, unquestionably, who you call in a crisis.

Sitrick is a PR mogul. The Los Angeles Times called him “The Wizard of Spin.” Forbes dubbed him “The Flack For When You’re Under Attack.” The Financial Times said he is “the spin doctor’s spin doctor.” If a high-powered person or company is in trouble, he knows how to flip the narrative on its head without ever uttering a false word. His reputation is warranted by a lengthy, successful track record: Sitrick first exploded onto the crisis management scene 33 years ago, immediately taking on noteworthy clients. Those early clients included Roy Disney, the son of the co-founder of The Walt Disney Company, who was navigating the acquisition of Polaroid at the time. He later developed and implemented the communications strategy for the withhold vote he led against Michael Eisner, then Chairman and CEO of The Walt Disney Company. Roy Disney remained a client of Sitrick’s until his death 20 years later. Such high-profile clientele triggered the need for a firm, so, in February 1989, Sitrick And Company was born.

Since then, Sitrick’s considerable roster has included clients from all sectors, including former chairwoman of HP Patricia Dunn, Guggenheim Partners, Wynn Resorts, Cerberus, KKR, McKinsey, Oaktree Capital, Kobe Bryant, The Los Angeles Dodgers, Bond King Bill Gross, commentator Rush Limbaugh, the Archdiocese of Los Angeles and many more. He is famous in the journalism industry for his 1992 work with grocer Food Lion, which was under fire for allegedly selling expired meat, rat-gnawed cheese and having filthy stores. Those allegations were first reported by ABC News, which sent undercover journalists into the company’s factories. When Sitrick was brought on board, using outtakes he proved the broadcast was wrong and pivoted the heat in the other direction. In doing so, he spun the story into one about bad journalism, impacting journalistic practices for years to come. His work is now a Columbia Journalism School case study.

When a client’s circumstance involves litigation, Sitrick’s firm works in tandem with the client’s lawyers. More than a PR firm, Sitrick and Company’s well-rounded and highly qualified team is also able to assist with legal strategy and strategic consulting. In more than one instance, the litigation strategy he assisted with and the media strategy he developed for his plaintiff clients has resulted in the other side settling within days. The firm has assisted in an astounding array of practice areas, from patent and trademark claims to asbestos litigation, from routine corporate issues to wrongful death cases. For this reason, he has been listed on Lawdragon’s “Global 100 Leaders in Legal Strategy & Consulting” every year from 2017-2021, and this year was inducted into Lawdragon’s Hall of Fame.