On May 6th, I joined the firm of Sitrick And Company as a Member of the Firm (e.g. “partner”) and the first Head of its new Boston office at One Post Office Square. I’m going to build a global tech practice for the firm as well as advise its clients in New England and the Boston area.
Mike Sitrick, the founder of the firm, has been the leading crisis communications specialist in the country for more than 30 years and advises a blue ribbon of corporate and celebrity clients out of the firm’s headquarters in Los Angeles. The firm also has offices in San Francisco, Denver, Washington, DC and New York City.
Sitrick is home to a roster of former national and local business reporters with the likes of Forbes, the Wall Street Journal, New York Times and Bloomberg on their resumes. One of them, my former Forbes colleague Seth Lubove, recommended me as the guy to build up the firm’s tech practice. So thanks to Seth, here I am.
Crisis communications is a fascinating and often misunderstood specialty in the public relations world and Sitrick is the acknowledged black belt at it. In January his second book — The Fixer — was published by Regenery, and in it he lays out a simple ten rule framework for how to weather those adrenaline-filled moments of sheer panic hat come to every organization on occasion. Most telling is his contrarian approach to working with the media. Where many PR firms and internal PR teams take an adversarial stance in their relations with the press, Sitrick prides itself on working closely with the media to get its clients’ version of a controversy out there rather than hide behind the stonewall of “no comment.”
I can look back at several key points in my career when I felt the most energized and empowered, and nearly all of them were associated with some form of crisis or breaking news. Working a crime scene or fire as a cub reporter at the Lawrence Eagle-Tribune. Saving a colleague choking on a roast beef sub in the Tribune’s newsroom with a Heimlich. The Shattered Glass scoop my team at Forbes.com broke open in 1998.
Calming down pissed-off customers flooding the Better Business Bureau and social media with complaints over delayed computer shipments at Lenovo.
2017 was enlivened by some challenging crisis work at my former job – running PR at Acquia — and I quickly realized my attention and productivity both soar when things go wrong and hit the proverbial fan. So as I parted ways with Acquia, the one thing I wanted to do was more crisis work — either at my own agency (codenamed “Dumpsterfire”) or with an established one where I could learn.
The chance to work with and learn from Mike Sitrick sold me and so here I am.
A press release went out this morning. Here’s a link to it.