Often painted as a symbol of Wall Street greed, Goldman Sachs has been working to rebuild its reputation in the years following the financial crisis.
Leading these efforts is Jake Siewert, who notably served as counselor to Treasury Secretary Timothy Geithner and as White House press secretary for President Bill Clinton.
Siewert's communications influence is already evident. Goldman Sachs now operates a Twitter account and has been more proactive in engaging the media.
CEO Lloyd Blankfein said at a recent Investment Company Institute gathering that he had "a lot of regret for not having a lot of dialogue with the public." President and COO Gary Cohn told an audience at a financial services conference in May that he had become a "better listener."
It might be a while before Goldman Sachs escapes negative headlines, but Siewert has clearly made progress in revamping the company's image in an industry still largely distrusted by the public