Reporters often must wade through hyperbole to sift out data pertinent for a story. A release from Sitrick regarding its staff additions was more like a swim.
Its March 13 release reads, "Sitrick and Company Adds Wall Street Journal Reporter, Broadcast Executive and PR Pro to L.A. Office." The text names the new hires then takes a
retrospective slant, telling what each person did before signing up with the firm. FIVE paragraphs later the communiqué hints at what the new employees will be doing.
"The addition of these three executives should further enhance our ability to provide value-added strategic counsel as well as the implementation of effective communications
programs," says chairman and CEO Michael Sitrick in the release. Are we to guess their titles and what projects they will be working on?