Ex-Edelman head opens corporate reputation office

BELLEVUE, WA: Former Edelman EVP Jerry Hendin has launched his own firm called Alliance Public Relations, focusing on corporate-reputation management.

BELLEVUE, WA: Former Edelman EVP Jerry Hendin has launched his own firm called Alliance Public Relations, focusing on corporate-reputation management.

"With everything that has happened in the past year with companies like Enron and WorldCom, everyone is focusing on their reputation," said Hendin.

"I wanted to start an agency that would work with companies and show them how to build and protect their reputations around the world."

For the past year, Hendin served as EVP of corporate reputation management in Edelman's Seattle office. Prior to that, he was president and CEO of Edelman's Asia Pacific office. Before joining Edelman, Hendin was VP of communications for Boeing's commercial airplane division.

"Other agencies have addressed corporate reputation," noted Hendin, "but I think there is a place for a smaller agency in which clients would get very senior consulting." He said he is talking with other firms in New York, Washington, Europe, and Asia, to eventually build a global network of agencies.

At Edelman, Hendin worked with Boeing, Starbucks, and insurance giant Safeco, which is one of Hendin's first clients for his new agency.

"The outside world is now paying attention to corporate reputation," said Hendin. "I hope the companies are also paying attention."

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