In a move that could shake up New York's rarefied world of high-level crisis communications, Sitrick & Co. has relocated 12-year company veteran Jeff Lloyd from Los Angeles to run its east coast operations out of the firm's Manhattan office.
"We're making a major commitment to the East Coast, as many of our clients are based out here," Lloyd said.
Lloyd, whose title is managing member - East Coast, said the firm would build both upon its restructuring and critical communications practice in New York. The main change, concurrent with Lloyd's relocation, is to drive the New York office from being a satellite office to a full-service one.
The firm has not announced any new clients yet, but is working on a number of leads. In the meantime, the firm is focusing on servicing its current accounts.
"If you look over time, LA was a major city for corporate headquarters; however, many corporate headquarters have left the city and New York has become where the action is and the decisions are made," Lloyd said.
Sitrick's practice casts a large shadow over West Coast PR. The firm's reputation for crisis counseling has been built on work for high-profile entertainment industry clients, including, recently, Roy Disney and Rush Limbaugh. The firm has also done work for the Los Angeles Archdiocese.
Lloyd's presence could better position Sitrick & Co. to compete with crisis mavens like the firm of Joele Frank, Wilkinson Brimmer Katcher and Kekst & Co.
Sitrick's NY office currently has nine employees, which Lloyd hopes to build to 20. The company is pursuing senior journalists to fill its staff. The firm will continue its restructuring and the strategic communications work, while focusing on building up the litigation support and white collar crime support business.