ANALYSIS: Crisis Communications - Metabolife vs 20/20: did guerrilla PR win? Crisis guru Michael Sitrick made headlines with an aggressive pre-emptive strike against ABC’s 20/20 on behalf of diet-pill maker Metabolife. The buzz has faded, but the
Metabolife International recently faced a potential PR disaster:
the on-air grilling of CEO Michael Ellis by ABC’s 20/20 and an
investigative report questioning the safety of the company’s
fast-selling herbal weight loss supplement.