Word: sitrick
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...daughter, and hopefully one day, when she understands, she will forgive me," the press release said. Nuh-uh. For a doozy like that, you have to front up personally, say the experts. "I can't emphasize enough - the tone of voice is the most important element," says Mike Sitrick of the p.r. firm Sitrick and Company. "This is an art, not a science...
...Sitrick also believes the former Senator needs to recruit the missus, Elizabeth Edwards. "If she said, 'He breached the most important thing we had, which is trust, and I'm hurt beyond words, but I believe in him,' she'd get Mother Teresa status and it would help him with his biggest problem, which is the credibility,'' says Sitrick. This could be tough, however, since two new books, one of which is by Edwards' former aide Andrew Young, a.k.a. the guy who originally claimed to be Quinn's dad, cast both Edwardses in a bad light, and Elizabeth...
...What Tiger and his advisers have managed to do so far is make this a much bigger story," says Michael Sitrick, CEO of the crisis-management firm Sitrick & Co. "There's this mind-set that if you hunker down and take the 'high road,' it will go away." The publicist points to Bill and Hillary Clinton as exemplars of the "wife first" approach: once Hillary said it was between Bill and her, the heat went down. "If he can get his wife to support him, I'd pick one print and one broadcast outlet and then never talk about...
...Taco Bell, never cease to see clips of a rat-infested New York City store on YouTube? "Saying you're sorry might be O.K. for a love-story script, but it's not enough to assure consumers that they should continue using your product," says Mike Sitrick, who has advised such p.r.-challenged celebrities as Rush Limbaugh, Tommy Lee and Halle Berry. He gives JetBlue a B--. Eric Dezenhall, co-author of a new book on crisis management, gives Neeleman an A for taking responsibility for the mess but says JetBlue could have done better in helping the trapped passengers...
...Sitrick says companies have to be aggressive about responding to bloggers, lest a minor controversy multiply into a major media scandal. Sitrick employs so-called truth squads in sensitive cases, who monitor blogs for items on clients and quickly counter any false rumors...