Aaron Curtiss, formerly director of innovation at the Los Angeles Times, today joins the Los Angeles office of Sitrick And Company, one of the nation’s leading public relations firms specializing in corporate, financial, transactional and crisis communications.

“Aaron’s knowledge of both traditional and digital media is a good complement to the deep strength and experience of our team,” said Michael S. Sitrick, the firm’s chairman and chief executive officer. “He approaches issues from both a creative and strategic viewpoint. In addition to his work as a reporter, editor and opinion writer, Aaron has led successful large-scale change initiatives – experiences that will benefit clients undergoing changes of their own.”

Mr. Curtiss is the latest Times journalist to join Sitrick, and is part of an impressive roster of reporters and editors from The New York Times, The Wall Street Journal, Bloomberg News and the Orange County Register.

Mr. Curtiss comes to Sitrick after 20 years at the Times, the largest news organization in the West. He was director of innovation, leading the paper’s transition to web-first publishing and developing editorial strategies to adapt to structural changes in the media business. Prior to that, he was the paper’s technology editor, launched a weekly personal technology section, wrote editorials and spent two years implementing new strategies in preprinted advertising. He studied journalism at USC, where he also taught for seven years, and earned his MBA at UCLA.

“The future of media is being written right now,” Mr. Curtiss said. “The Sitrick team is committed to helping shape that future by crafting communications strategies that work across platforms to ensure the right messages reach the right audiences. My love for The Times is undiminished, but this opportunity opens new doors to me and my family.”

Sitrick And Company is recognized as one of the top strategic communications firms in the country. Best known for its work in sensitive situations, the firm has advised high-profile companies, organizations and individuals during defining moments, but also has successful practices in corporate, financial and transactional communications.

Based in Los Angeles with offices in San Francisco and New York, Sitrick And Company was founded 20 years ago and finished its first year in business as the 15th largest independent public relations firm in the nation. It broke into the top 10 the following year. In 2007, the firm was named “Strategic Agency of the Year” by one of the public relations industry’s leading trade publications.