We talked to Sitrick about his new book, “The Fixer: Secrets for Saving Your Reputation in the Age of Viral Media,” and the art of spin.
“This is not a game for beginners or poseurs.” Michael Sitrick says matter-of-factly. “There are a lot of people who claim to know how to do what we do. My experience is there are very, very few who really know how to do it, and really do it, and really do it right.”
