Cantor Fitzgerald mourns but portrays its resilience

NEW YORK: Trying to move forward in mourning, Cantor Fitzgerald

Securities Corporation has developed a three-point communications

recovery plan.



The plan was created with Edelman, Cantor's PR agency of record for the

past two years.



Once famous for moving more than 25% of the $3 trillion-a-day US

government bond business, less than two weeks ago Cantor became famous

for reopening the US bond market at the request of the Treasury

Department after suffering the single greatest loss of any company as a

result of the attacks on the World Trade Center: more than 700 of its

1,000 staffers on floors 101, 103, 104, and 105 in the north tower are

missing and presumed dead.



Now, with less than 300 employees in a temporary facility in Darien, CT,

Cantor is moving forward with a new corporate mission: to take care of

the more than 700 incomplete families left behind.



Hollis Rafkin-Sax, GM of the financial practice at Edelman, said Cantor

will aim to communicate three parallel messages. The first will be to

educate the public about the mission and needs of the Cantor Fitzgerald

Relief Fund, which raised $5 million in its first week of

existence. The fund was created to provide emergency financial

assistance, emotional and mental health support, and ongoing assistance

for childcare, college tuition, and long-term healthcare to families of

all WTC attack victims.



The second communications message will be a call to action from Cantor

CEO Howard Lutnick. Lutnick has said educational benefits and healthcare

should be provided to all survivors and their family members (see

sidebar).



Edelman's third task will be to promote Cantor's business story of

patriotism and fortitude.



Throughout the crisis, Rafkin-Sax worked with Cantor's marketing and

communications director Amy Nauiokaf, who had not yet arrived to work

when the first plane struck. However, former Edelman employee Suria

Clarke, who had left the financial group a few months ago to work for

eSpeed, Cantor's electronic marketplace, perished in the attacks, as did

Cantor's head of IR, Beth Logler.



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