NEW YORK, June 13—Charles Perkins, former senior vice president and director of public affairs for Prudential Securities, has been named chairman of the reputation management practice at Edelman Public Relations Worldwide, which encompasses financial communications, employee motivation, and crisis management.
Perkins will report to Matther Harrington, president of Edelman New York, who says Perkins’ “leadership and expertise in external and internal communications, crisis situations, mergers and acquisitions, corporate repositioning, management changes, litigation issues and financial transactions will enhance the reputation management offering.”
Perkins was responsible for Prudential’s external and internal corporate communications and acted as the firm’s chief spokesman, during the crisis over securities fraud charges at what was then Prudential Bache. Previously, he spent four years as executive vice president at the Sawyer Miller Group (now BSMG Worldwide) working on acquisitions, corporate repositioning, management changes, litigation issues and financial transactions.
He also served as press secretary and communications advisor in numerous campaigns including Rudy Giuliani’s two campaigns for Mayor of New York and the Senate campaigns of Bill Bradley and Frank Lautenberg.
“We are in a critical moment for corporate communications, with market rumors instantaneously affecting share prices and corporate reputations increasingly influenced by non-traditional entities, such as non-governmental organizations,” says Perkins. “Edelman has been at the forefront of developing new disciplines to manage corporate reputation.”