Sallie Hofmeister, a former editor for the New York and Los Angeles Times, has moved to the PR side with a post at Sitrick and Company in L.A.
Hofmeister spent 17 years at the L.A. Times, stepping down as assistant managing editor for arts and entertainment in June 2012 and credited with expanding its digital offerings in video and social media. She was also business editor and staff writer for the paper.
On the move to PR, she said "like many of my partners who came from journalism, I didn't think I would ever join a PR firm," but added that Sitrick is "not exactly a traditional or ordinary public relations firm."
She previously held editing posts for the New York Times' business section and was a staff writer for Venture magazine early in her career.
Sitrick is currently handling crisis and financial PR assignments for Exide Technology and Fisker.
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