According to CNBC after a steady stream of criticism since
the financial crisis, Goldman Sachs is trying to burnish its image. Last week, the company’s chief executive,
Lloyd C. Blankfein, gave rare back-to-back televised interviews to CNBC and
Bloomberg Television, in which he emphasized the company’s focus on clients.
And on Wednesday, he spoke at a lesbian, gay, bisexual and transgender
conference called “Out on the Street,” explaining the company’s support for gay
rights. In recent weeks, Goldman executives have been more talkative with
reporters.
By stepping into the spotlight even a little, Goldman
appears to be embarking on a subtle campaign to repair its reputation. The
bank’s message is simple: Goldman cares about its clients and its community.
It is unclear whether such moves will change public
perception, in large part because Goldman does not have a new story to tell.
The financial company made a another public relations push a couple of years
ago, with little success. In 2010, Goldman — still reeling from Congressional
hearings, a government lawsuit and a less-than-flattering portrayal as a
“vampire squid” in a Rolling Stone article — rolled out a series of national
advertisements aimed at improving its public standing.
But with its latest effort, Goldman is taking a different
tack by reaching out even though there is no blowup....
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