Home Morgan Stanley Keefe, Bruyette and Woods Cantor Fitzgerald Bibliography Author

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Cantor Fitzgerald L.P. was the largest government bond broker and trader of fixed-income securities on 4 floors at the top of the North Tower of the World Trade Center. Cantor Fitzgerald not only expanded its expertise in business to include portfolio trading, investment banking, energy brokerage and electronic trading, it also provided rent-free office space to a cystic fibrosis charity (Lutnik, 2001). Unfortunately, on 9-11, the company incurred a heavy loss of employees in the devastation on Sept. 11 and business was halted for days.young man taken too early

Of the three companies I have researched, Cantor Fitzgerald has shown the best reactive crisis management. Not even a day after the crises in America, the company already had posted on the internet lists of people who were safe, sent press releases to employees, families of the victims and other constituents and developed a relief fund with eSpeed, Inc (Cantor, 2001). The company was thorough and honest about all that was occurring in New York and did not leave its constituents wondering what would happen to finances and the company.

A memorable quote from the Chairman and CEO Howard Lutnik gave families affected by the attacks a sense of strength during their hard times. "To those who have survived falls the responsibility of providing help and support for the families of those who did not. We must do everything possible to fill part of the void opened up in the lives of those who depended upon them" (Lutnik, 2001). Reading this from the CEO touched me, as I am sure he touched many people who have read it. Public relations can be a powerful tool when you put it in the right hands. His words gave support and confidence to clientele worried about their futures.

young woman who worked for Cantor On Oct. 1, Cantor Fitzgerald closed business to hold a memorial service to remember the colleagues missing or departed. Many important clients and presidents from other companies who did business with Cantor spoke at the service. President of Institutional Equities, Phil Marber, was one of the people to speak. "We will never forget the tremendous contributions made by our departed loved ones, friends and colleagues take time out and honor those who were taken away far too soon" (Cantor, 2001).

With all the chaos in New York, Cantor Fitzgerald employees and department heads dusted off their clothes and offered a hand to constituents in need. They kept their words strong and held their heads up high. The company exemplified the positive outcomes attributed to public relations. It does not take expensive marketing and advertising to reach audiences; it takes honest words to make a lifelong impact.

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Home Morgan Stanley Keefe, Bruyette and Woods Cantor Fitzgerald Bibliography Author