Kekst and Company is guiding crisis PR for billionaire banker Joseph Safra as he faces corruption charges in Brazil.
The Financial Times noted the 77-year-old Safra is "deeply publicity-shy" and carries a net worth of around $18.6B.
Brazilian prosecutors allege Safra was involved in a criminal scheme to bribe state tax auditors in the country.
Kekst managing director Mark Semer in New York said in a statement that the "allegations being promoted by a Brazilian prosecutor are unfounded." He said there have not been "any improprieties by any of the businesses of The Safra Group" and denied any representative of the company was involved in the scheme alleged.
Kekst worked Safra's acquisition of Chiquita Brands in 2014 with The Cutrale Group.
There’s a fine line between newsjacking and taking advantage, aka ambulance chasing. Our job as PR professionals is to tread it carefully.
PR firms need to be mindful of ways their work product may be protected by the attorney-client privilege whenever working with a client’s internal legal team or its external legal counsel.
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