Rufus is the Vice President of the ShinRa Electric Power Company when the game first begins. However, when Sephiroth invaded the building and killed his father, Rufus took over as President, saying not to call him President ShinRa, but rather, President Rufus, since he was not his father.
Rufus is a cold and ruthless person, who thinks that people should be ruled with fear, and not money like his father thought. As you can imagine, this will bring about a huge change in the ShinRa company, making them possibly even more evil than they once were. Rufus, however is not completely cold, he does seem to have a sarcastic sense of humor. You will notice this when you first meet him in the ShinRa building. "What a crew." Is his comment on Cloud's group, and right before he and Cloud fight he says: "I guess this means we won't become friends."
Rufus doesn't care for people that much. He aims to take over the Promised Land by following Sephiroth. Also when he captures Barret and Tifa after the Northern Crater is destroyed, he plans to have a public execution for them. He is cold hearted and will blame everything on other people, to have his own way.
Unfortunately, Rufus's life is cut unfairly short. While in Junon, the Diamond Weapon attacks and Rufus's whole office, with him in it, goes up in flames.

The Turks are ShinRa's 'silent thunder'. Strong arms, kidnappers, and assassins, they are assigned to where the attention of Soldier would be detrimental.
Their cool uniforms include a blue suit with dark shades. Turks are universally feared among the slums. They scout the guard posts for Soldier prospects, collect 'back taxes', and they remove trouble makers that don't warrant the attention of a full-blown Soldier squad. They're also excellent spies and information gatherers.
However, being a Turk is almost as difficult and dangerous, if not more so, then being a Soldier. Turks are often expected to live part of their lives in the slums as spies, scouts, and assassins, though they do have residences above ground that they are provided with. At least, if you die in the line of duty as a Soldier, you'll be given a hero's burial. If you die as a Turk, your existence may be denied entirely.

Tseng is the professional leader of the Turks. He's not shown much during the game, but you can imagine him toiling behind the scenes to fix whatever Reno blew up. He also has a thing for Aeris who he appears to have known since a childhood so he obviously lived in Midgar all his life. Tseng dies though in the Temple of the Ancients. Sephiroth kills him when he is found in the room of murals. Aeris is upset about this, but only because she has known him so long.

"A pro isn't one who sacrifices himself for their job...that's just a fool." Reno is the unofficial leader below Tseng. He's sarcastic, brash, sly, lazy to a fault, and has many other fine qualities as well.He is well-known for his carefree attitude and excessive drinking habits. However, when it comes to his job, he is very professional. He remains dead set on eliminating Avalanche for President ShinRa throughout the game. His weapon of choice is an electrified nightstick, and he is very protective of the other Turks. He appears very concious of image. With his long red hair, dark glasses and scruffy shirt, he makes the perfect bad guy.

Elena is the newest member of the Turks. She was promoted to the Turks when Reno was badly injured by Cloud and company and was still recovering from his injuries. She is an eager, talkative young woman who will often spill the beans on top secret information unknowingly. She has a crush on Tseng and manages to make a date with him to go out to dinner. However, Sephiroth kills Tseng in the Temple of the Ancients, before she can go out with him.

Rude is tall, bald, and calm. He doesn't speak often, but one could also blame that on Reno for sucking up all the air. As with Reno, the Turks as a team is his priority. He is tall and bald with dark shades, making his look like a typical bodyguard. Deep don he seem quite caring or ratehr stupid. He looks out for the others and is ready to follow orders, but isn't up for unneccesary fighting.