Michael Sitrick Book Review: When Your Reputation Is on the Line

Updated June 1, 2026

Michael Sitrick, with co-author Dennis Kneale, released “The Fixer: Secrets for Saving Your Reputation in the Age of Viral Media” in early 2018. It is Sitrick’s second book on crisis communications. The first, “SPIN: How to Turn the Power of the Press to Your Advantage,” was published in 1998 — making the update a timely revisit of the discipline in the social-media era.

The book reflects how dramatically the crisis landscape has shifted, with social media and the internet now central to how reputational crises unfold for executives and public figures alike.

The Cases

Over the years, Sitrick And Company has represented a wide range of high-profile clients. Cases discussed in the book include work for the Estate of Michael Jackson, Papa John’s, and Roy Disney — nephew of Walt Disney — including the campaign that preceded Michael Eisner’s departure from The Walt Disney Company. As is standard in the field, current matters and engagements still under confidentiality are not covered.

The Method

In the book, Sitrick lays out his Ten Rules of Engagement and his view on the use of “no comment” in the social-media age. His central argument is that most brands and public figures will face some form of media crisis over time — whether from a misstep or from inaccurate claims made by others — and that the response, not the event, often determines the outcome.

Two themes anchor his approach: focus on the fix, and tell your own story before someone else tells it for you. In a widely quoted reflection on his work, Sitrick described the appeal of the job in terms of the challenge and the intellectual stimulation of representing clients under pressure.

The book offers accessible guidance for readers who would never retain a firm of Sitrick’s scale, while making clear early on that crisis communications is more difficult than it appears — the work lives in the nuances. Even drafting a single statement to address a crisis often warrants professional counsel.

Key Takeaways from The Fixer

• Control the narrative early: Sitrick emphasizes that silence or delay allows others to define your story. Proactive communication is essential in the first hours of a crisis.
• The Ten Rules of Engagement: The book outlines a systematic framework for crisis response, including understanding the facts, identifying your audience, and crafting messages that address root concerns rather than surface symptoms.
• "No comment" is rarely the answer: In the age of social media, refusing to comment is often interpreted as guilt or indifference. Sitrick advocates for strategic transparency and measured disclosure.
• Focus on the fix, not just the optics: Effective crisis management addresses the underlying problem, not just the perception. Stakeholders respond to substantive action, not spin.
• Case-study learning: The book draws on decades of real-world engagements—from entertainment industry disputes to corporate governance battles—to illustrate principles in action.
• Crisis preparedness matters: Organizations that invest in crisis planning, media training, and scenario exercises recover faster and with less reputational damage than those caught unprepared.

Who Should Read This Book?

The Fixer is written for a broad audience. Corporate executives, nonprofit leaders, and public figures will find practical frameworks for managing reputational threats. Communications professionals—whether in-house or at agencies—will benefit from Sitrick's case-study approach and his candid discussion of what works (and what doesn't) under pressure.

The book is also accessible to general readers interested in media, reputation, and the mechanics of crisis response. Sitrick writes in plain language, avoiding jargon, and co-author Dennis Kneale brings a journalist's clarity to the narrative. While the book acknowledges that high-stakes crises often require expert counsel, it offers enough actionable insight for smaller organizations and individuals facing their own reputational challenges.

Ultimately, The Fixer serves as both a primer for those new to crisis communications and a refresher for seasoned practitioners navigating the complexities of the digital media landscape.