WASHINGTON -- Two hard-charging political operatives are teaming up to create a bipartisan consulting organization to advise corporations in crisis -- as they work to burnish their own reputations as well.

Former Clinton strategist Mark Penn, chairman and CEO of public-relations firm Burson-Marsteller, is hiring former Bush adviser Karen Hughes as a vice chairman, the principals say. The political combatants, known for their partisan efforts, decided to combine forces to offer a one-stop crisis-communication and public-affairs shop to corporations caught in front-page headlines or faced with a changing Washington.

"Mark and I share a vision that communications people should be strategic advisers...and an understanding of the realities of the political process," Ms. Hughes said.

News of the Penn-Hughes combination is certain to get big notice. Even when the pair met recently for the first time, the Washington Post ran a "power lunch alert" on the meeting between "two PR wizards."

The addition of Ms. Hughes is part of a push by CEO Mr. Penn to expand Burson's reach and expertise, now that his political work on Sen. Clinton's campaign has come to an end. "I'm not happy with the campaign's result, but I'm glad to be focused entirely on business for a wide range of clients," Mr. Penn said.

Just last month, Burson, which has some 50 offices around the globe, unveiled a new "issues and crisis group." In addition to adding strategic units, Mr. Penn said, Burson will establish similar "bipartisan brain trusts" in other countries. Mr. Penn has served as a campaign adviser for former British Prime Minister Tony Blair. (He also advised President Bill Clinton during his successful re-election campaign.)

In addition to his political clients, Mr. Penn also has advised Microsoft Corp., Coca-Cola Co. and Merrill Lynch & Co. Ms. Hughes, who worked two separate times in the Bush administration, is expected to bring in a chunk of new business, headed up by Republican-leaning chief executives who know her from her political life. She will be based in her hometown in Austin, Texas, and focus on issues from energy to health care.

A confidante of President Bush, Ms. Hughes dropped out of Washington at the height of her power just a year and a half after helping get President Bush elected in 2000, to spend more time with her family.

For Mr. Bush's second term, she returned to the nation's capital as an undersecretary of state for public diplomacy and public affairs.

"Karen and I have had so many of the same experiences in the White House and campaigns, and have worked around the world," Mr. Penn said. "But we agreed that we won't let politics interfere in our business."