Giuliani ponders work in crisis comms

NEW YORK: Next year, companies in crisis may be able to reassure

the public by paying for advice from New York City Mayor Rudy Giuliani,

who late last week revealed his intent to found his own high-end

consulting firm.



The new venture, which has no name, but is expected to feature

Giuliani's moniker, may compete with former New York City police

commissioner Howard Safir's just-launched SafirRosetti, being bankrolled

by Omnicom. Safir's shop will handle intelligence, crisis management,

and security consulting.



According to the New York Daily News, which first broke the story of the

outgoing mayor's business plans, as many as 15 members of the Giuliani

administration - including communications director Sunny Mindel - have

joined the start-up. The firm, while operating independently, may

receive financial support from Ernst & Young. Observers predict outside

assistance won't be necessary when it comes to attracting big-name

clients.



"If a firm is on the brink, I cannot think of anything better they could

do to ease worries than to bring in Giuliani," said Hunter College

political scientist Kenneth Sherrill. Added a PR industry insider, "It

will sort of be like Henry Kissinger's firm (Kissinger Associates), in

that it'll work with large multinational corporations."



Giuliani has claimed that he's eager to spend at least several years in

the private sector. But one pundit suggested that if his style is as

effective for struggling companies as it was in city hall, his stint in

business may provide a platform for higher office.



"If his next job was in government, and he had some success, that

wouldn't give him as much of a bang," said Doug Muzzio, a professor at

Baruch College's School of Public Affairs. "This way, he'll be able to

say, 'I've helped save New York, and now I have turned around X number

of companies.' It's a fabulous move."



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