The veteran newspaper editor and reporter is following Jim Bates and the late Mark Saylor from the Los Angeles Times to the Century City offices of Sitrick And Company. “Like many of my new partners who came from journalism, I didn’t think I would ever join a PR firm, but Sitrick is not exactly a traditional or ordinary public relations firm,” explained Sallie Hofmeister in her announcement. She was formerly Assistant Managing Editor directing all arts and entertainment coverage both digitally and in print until LAT Editor Davan Maharaj exited her a year ago almost to the day. “I speak for everyone at the firm when I say we are very thrilled to have Sallie join our team,” Mike Sitrick said in the announcement. “It takes a certain combination of judgment and skill to succeed in this business and I am confident Sallie has both.” If you’re  going to do PR, Sitrick’s self-processed strategic and crisis flackery though certainly controversial is more interesting than most. And while I’ve written harshly about Sallie in the past, we’ve become better acquainted over recent months, and I wish her well in her new gig. (Hey, she gave me this announcement first…)

Editor-in-Chief Nikki Finke - tip her here.