Michael Vick paid over 100K to public relations firm when he was released from jail
In documents obtained by TMZ in Vick's bankruptcy case, the firm targeted "friendly media sources" to get Vick's message out there.
Here is more on the plan- and how it was executed- by Sitrick & Company according to TMZ:
Step 1 -- "Develop media list and identify friendly media sources."
Translation: Who can we most easily manipulate?
And the media outlets they chose to communicate with -- the "Today" show, "60 Minutes," People Magazine, Newsweek and "Larry King Live."
Step 2 -- Put Vick through intense media training "aimed at regaining initiative in PR war."
Step 3 -- "Prepare list of sympathetic parties in media and community" ... hey, ya gotta know who's on your side.
Step 4 -- Knowing when to shut up. On July 31, 2007 Sitrick advised Vick's legal team on "need to avoid further interviews ahead of planned PR offensive."
Step 5 -- Execute. Vick appeared on "60 Minutes" on August 16. He then faced the media in a news conference on August 27 ... and hit it out of the park, accepting blame, accepting punishment and vowing to learn from the experience.