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
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
"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."