LABJ Insider: March 6 | By Charles Crumply | March 6, 2023

Two communications specialists with different skill sets but both with ties to Sitrick & Co. last week said they’ve formed their own public relations firm in Pasadena named LAG Strategy. Stuart Pfeifer for six years was a senior executive at Sitrick, a Brentwood firm known for crisis communications, and for 15 years before that was a legal and business reporter for the Los Angeles Times, where he was on a team of reporters that won a Pulitzer Prize. The other co-founder is Matthew Fern, who has expertise in digital communications as well as online reputation management. Fern is co-founder of Dunigan Fern Media Partners, a boutique advertising agency, and was director of digital practice at Sitrick until last year. The two said the digital and online component of their new business, combined with their traditional communications and media knowledge, “makes our firm one of a kind.”