LONDON—Chris Genasi, one of the leaders of the reputation management practice at Weber Shandwick in New York, has joined forces with former Shandwick managing director Richard Sermon to launch Eloqui, a new consultancy that will specialize in corporate brand and reputation management.
Eloqui will be part of the privately owned Gryphon Group of Companies, where Sermon serves as chairman. The Group includes consulting businesses specialising in corporate governance, public affairs, international government relations and executive search, and has offices in London, Washington, D.C., and in nine European cities.
The new consultancy will provide its services using a methodology called Response Management, which aims to bring greater accountability and a measurable link between PR and business goals.
“Today’s client is as experienced and professional as most consultants—more so in many cases,” says Genasi. “As a result, the market has moved towards employing consultants that can transfer new intellectual capital to client organizations. We will deliver this through our Response Management methodology, using a range of innovative PR tools in areas such as creativity, strategic planning and issues management.”
Genasi has over 17 years experience with major multinational PR consultancies including Ketchum and Countrywide Porter Novelli. He is also the the author of several books on public relations, the most recent being Winning Reputations: How to be your own spin doctor.