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Michael Vick

'Villain to Hero Playbook'

... Revealed

8/16/2013 6:00 AM PDT BY TMZ STAFF
EXCLUSIVE

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If you were considered the #1 villain in America ... a dog fighting, law breaking bad guy ... would you pay $111K for an image makeover? Michael Vick sure did ... and it was the best money he ever spent.

TMZ has obtained court documents from Vick's bankruptcy case which show the NFL star paid top dollar for an elite crisis management team in the wake of his dog fighting scandal in 2007 ... and the documents read like a playbook on how to resurrect a shattered image.

Here's how Sitrick & Company executed the greatest image makeover in NFL history:

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.



He appeared on "Larry King Live" later that day.

When Vick emerged from his 19 months in prison, his image had been repaired enough that the Philadelphia Eagles gave him a shot with the team. Two years after that, Vick signed a contract worth up to $100 MILLION.

In the end, Sitrick's services ran Vick a cool $111,317.13.

Best money he ever spent.

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For more sports stories, check out tmzsports.com!
144 COMMENTS

No Avatar
1.

Lucky_130    

MV killed dogs. Screw him!!!

397 days ago
2.

STRAY    

This just proves he's the same person and everything about him is fake as heIl.

397 days ago
3.

Susanlsmith    

He's not fooling anyone ,,he still has a sick murderess mind

397 days ago
4.

patches    

He needs to be Slammed on the sidewalk like those innocent dogs He's an ANIMAL KILLER and he should have the right to own a dog Period.... SICKO

397 days ago
5.

Not So Ignorant    

Animal activists are rather forgive someone who has murdered a human than forgive Michael Vick. Why? Also animals used for food are tortured way worse than dogs used in fights.

397 days ago
6.

miss b    

He's still an
a s s h o l e

397 days ago
7.

Tammy LM    

Well he wasted $111,317.13 of it on me cuz I can't stand the son of a b!tch!

FAIL.

397 days ago
8.

Lina    

He's still a horrible piece of sh*t... it's just now he's a horrible piece of sh*t with a PR rep's hand up his ass, making the Vick-puppet say all of the right things.

If he lacked the empathy to avoid starting his abuse of animals in the first place, then, well, as an adult... there's just no truly correcting such a lack of empathy.

397 days ago
9.

Celeb Gossip Addict    

Anything done prior to his prison stint had minimal impact on repairing his image. What won me over was the fact that he has kept his nose clean and carried himself like a gentleman since his release.

397 days ago
10.

diane    

Gee if only they could wipe that smirk off his face

397 days ago
11.

DCMB    

Let it go white people. He served his time.

397 days ago
12.

Truth    

WASNT THE DOUCHE BAG BENCHED LAST SEASON BY THE EAGLES??? OH, YEA... HE WAS. DUDE BETTER SPEND ANOTHER $111K FOR THE NEXT PLAYBOOK ---> HOW TO GET EMPLOYMENT AT McD's FOR A HAS-BEEN CONVICTED FELON EX-NFL PLAYA. #TRUTH!!

397 days ago
13.

mike53051    

S*** BAG!

397 days ago
14.

CaliWriter    

So, in other words he didn't really learn a damn thing and he's not sorry for what he did he just played it well enough to get by, until everyone forgot about what he did.

397 days ago
15.

tonywestspeaks!    

Let it go you "creepy ass crackers"!

397 days ago
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