PR21 launches crisis practice

NEW YORK - PR21 is starting a corporate affairs and crisis management practice, hiring Jon Goldberg from parent company Edelman Public Relations Worldwide's New York office to head the new area.

NEW YORK - PR21 is starting a corporate affairs and crisis management practice, hiring Jon Goldberg from parent company Edelman Public Relations Worldwide's New York office to head the new area.

The move continues PR21's efforts to change its image from that of a tech-oriented shop to a full-service PR firm.



"Adding the corporate and crisis piece of the puzzle makes tremendous sense," said Goldberg, PR21 executive vice-president, and director of corporate affairs and crisis management. "We're already seeing demand. Lots of organisations recognise an urgent need for contingency planning."



The challenge for the new operation will be to market its services in a tasteful way so it doesn't appear to be trying to profit from the tragic events of September 11, Goldberg said.



Goldberg had been managing director of Edelman's New York corporate affairs practice and the firm's national director of issues and crisis management.




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