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The Master of Spin - Columbia Journalism Review

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M ichael Sitrick will be your best friend and your worst enemy. Michael Sitrick notices when you got a fact wrong in your story. He won’t yell at you, though. He’s good that way. Michael Sitrick always takes your questions and you can just call him Mike. Mike is easy to love and easier to fear. And he heads one of the most expensive PR firms in the business, with a rate reported to be $1,100 an hour. Michael Sitrick, 71, is a public relations puppet master who has pulled the strings behind some of the biggest stories in media. He specializes in crisis PR and has made a name for himself as the man you call when you have money and step in some shit. Clients in that category have included Roy Disney during the ouster of Michael Eisner as CEO of the entertainment company; Food Lion, a grocery chain, during its fight against an ABC report about unsafe food-handling practices; Metabolife, accused of lying to the Food and Drug Administration about how ephedra can kill you; Patricia Dunn, duri

The Master of Spin - Columbia Journalism Review Michael Sitrick will fuck with your moral compass " /> Michael Sitrick will fuck with your moral compass "> Michael Sitrick will fuck with your moral compass "> --> b Illustration by Esther Wu b M ichael Sitrick will be your best friend and your worst enemy. Michael Sitrick notices when you got a fact wrong in your story. He won’t yell at you, though. He’s good that way. Michael Sitrick always takes your questions and you can just call him Mike. Mike is easy to love and easier to fear. And he heads one of the most expensive PR firms in the busine

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