PR21 debuts crisis management unit

NEW YORK: PR21 is starting a corporate affairs and crisis

management practice, hiring Jon Goldberg from Edelman's NYC office to

head up 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, now a PR21 EVP and director of corporate affairs

and crisis management. "We're already seeing demand. Lots of

organizations recognize 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 an EVP and 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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