I've enjoyed my first 75 word contest and I'm already looking forward to the next
You know how some people pronounce film as filəm? (Or how we add vowels where a foreign language doesn't: for example, Srbija becomes Serbia.) Given that the combination "sg" isn't an obvious diphthong, it calls for a vowel (and probably a schwa), giving Fisəg. This isn't a million miles from the word, fizzog. And 'fizzog' means 'face', an appropriate name for someone in PR.
The Martians never saw him coming. (A very bad punchline)