NEW YORK: Trying to move forward in mourning, Cantor Fitzgerald
Securities Corporation has developed a three-point communications
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
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.