The Fixer

Secrets for Saving Your Reputation in the Age of Viral Media

By: Michael S. Sitrick

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Hardcover | 31 October 2016

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In a fast-moving world that feeds on a 24-hour news cycle and spreads outrage like a virus, one wrong decision — or one bad tweet — can destroy a good reputation. Beloved celebrities can become pariahs. Ordinary people can become infamous. If you get caught up in today's media grind, you and your life's work could easily become fodder for TV talk shows and vicious Internet commentators.

So how would you react? What would you do? Michael Sitrick, the internationally renowned crisis manager to celebrities and CEOs, shares some of his highly sought-after advice on how to save your reputation in today's high-stakes media game.

Lauded by The Los Angeles Times as 'The Wizard of Spin', and compared to Harvey Keitel's 'The Wolf' Pulp Fiction character by Fortune, Sitrick gives readers the inside scoop on several national scandals faced by his big-name clients and outlines the basic principles of good crisis PR.

Industry Reviews

"There is no one better than Mike Sitrick in bet-your-company or bet-your-life situations."

-Dan Webb, former U.S. Attorney for the Northern District of Illinois

"When Michael Jackson unexpectedly passed away, I called Mike. He's always your first choice when the stakes are high in Hollywood."

-John Branca, co-executor of the Estate of Michael Jackson

"For nearly three decades, when public perception was at stake, I've told clients the same thing-call Mike."

-Sanford Robertson, technology investor and adviser, co-founder of Francisco Partners

"When our clients need public relations counsel, we turn to Mike Sitrick. He's creative, he's dedicated, and he has the very best media contacts."

-Patricia L. Glaser, trial attorney, Glaser Weil

"Mike Sitrick is tremendous in a crisis, but he's also helped us launch, build, and grow many companies. He's my first call when we invest in a company."

-Thomas H. Lee, pioneer of private equity and the founder of Lee Equity Partners

"When your reputation or your company's is on the line, it's not about public relations, it's about the truth. There is no one better than Mike Sitrick."

-Patrick Soon-Shiong, M.D., inventor, entrepreneur, philanthropist

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