Matthew Hiltzik, CEO of public relations firm Hiltzik Strategies, spoke with Bloomberg Television today about Goldman Sachs’ PR strategy in the wake of an SEC investigation. Hiltzik represents Katie Couric, Don Imus, Glenn Beck and has worked with Hillary Clinton.

Hiltzik’s advice to Goldman Sachs:

The most important thing is to recognize what audiences you’re trying to reach. So you can break it down into their employees, is one key, the second one is within the financial world, and the third one would be the general public and elected officials.

On whether Goldman has been successful, thus far, in addressing the public:

Well I think we also have to consider what the right time is to be going out more publicly. When you’re looking at a week where you have the charges and then you have very strong earnings and then you have the President about to give a speech in New York in a couple of days, that’s not the exactly the best environment to be going out publically and discussing things.

Sometimes you end up feeding the controversy it ends up lasting longer and the intensity of it becomes much stronger as opposed to laying low for a little bit, and taking care and trying to build other constituencies potentially to work with you for more sensible reform then perhaps what people in Washington are trying to push now.

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