The Fixer ─ Secrets for Saving Your Reputation in the Age of Viral Media

In a fast-moving world that feeds on a 24-hour news cycle and spreads outrage like a virus, one wrong decisionor one bad tweetcan destroy a good reputation. Beloved celebrities can become pariahs. Ordinary people can become infamous. Ifyou were ever 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 byThe Los Angeles Times as The Wizard of Spin,” 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.

Michael Sitrick is an internationally renowned crisis manager. Fortune magazine called him one of the most accomplished practitioners of the dark arts of public relations” and compared him to Winston Wolf, the fictional fixer played by Harvey Keitel in Pulp Fiction. Sitrick’s firm (Sitrick & Co.) has guided several high-profile celebrities through national scandals, including NFL quarterback Michael Vick, heiress Paris Hilton, and the estate of Michael Jackson. Sitrick is the author of the 1998 book Spin: How to Turn the Power of the Press to Your Advantage. He lives in Los Angeles.