Lutnick's response

Three days after 700 of his employees, including his brother, died,

Cantor Fitzgerald CEO Howard Lutnick used three Edelman conference rooms

to speak to three major broadcast TV networks.



Lutnick spoke about his moral responsibilities to the company and the

families affected by the terrorist attacks. Crying at times, Lutnick

first spoke to ABC's Connie Chung, followed by CBS' Leslie Stahl, and

NBC's Bob McKeown. Shaken, it was the first time he had left the

families of his own staff. But Hollis Rafkin-Sax, GM of Edelman's

financial practice, said he required little media training.



"He spoke from the heart, and delivered a message similar to the one he

had given families of his employees," said Rafkin-Sax. "People were

glued to TVs, and he knew that the way to reach out not only to his own

families, but to victims, would be to speak to the networks."



Moving forward, Lutnick and Edelman plan to identify more media

opportunities for Lutnick to encourage people to provide tuition and

scholarships for the children of the attack victims.



Edelman expects the next major step in the campaign to be a

call-to-action OpEd piece bylined to Lutnick in an upcoming New York

Times.



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