Public Relations Specialist

New York or Washington, DC

General Description:

The primary responsibility of the Public Relations Specialist will be to raise Zuckerman Spaeder LLP’s visibility nationally, and increase awareness of the firm and its attorneys through strategic public and media relations. Targeted audiences are to include clients, prospective clients, referral sources, industry leaders, lateral hires and new recruits, legal reporters, as well as the firm’s partners and its employees. In addition to assisting in the support of the firm’s overall marketing and business development objectives, and depending upon office location, the Public Relations Specialist will also provide on-the-ground marketing support to attorneys in the firm’s New York office.

Essential Duties and Responsibilities:

Media Outreach

  • Develop and communicate a national public relations strategy for the firm and its areas of strategic focus.
  • Serve as the firm’s direct day-to-day contact with news media representatives and vet media inquiries for potential interviews with Zuckerman Spaeder attorneys.
  • Develop relationships among the media and work closely with reporters and editors in national, local, and trade media.
  • Conceptualize and write effective press releases, press kit materials, fact sheets, advisories, and external announcements that are in compliance with professional ethics guidelines.
  • Create and manage media lists.
  • Distribute press releases and conduct targeted follow-up with key reporters.
  • Track daily news for stories relevant to the expertise of the firm’s attorneys and pitch attorneys as a source to reporters covering those issues.
  • Track editorial calendars for national, local, and trade media to identify relevant upcoming features, nominations, and bylined article opportunities.
  • Coach lawyers prior to media interviews, including the development of talking points, as necessary.
  • Conceptualize and pitch ideas for long-term feature stories.
  • Work with attorneys to develop pitches for bylined articles, and assist attorneys with editing articles to conform to relevant editorial guidelines.
  • Develop strategies to leverage social media and other new technologies in public relations efforts.
  • Track media placements.
  • Manage reprint process of articles published in order to maximize editorial coverage of the firm and its attorneys.

Events/Speaking Opportunities‎

  • Proactively identify and pursue appropriate local, regional, and national speaking opportunities for attorneys in all offices.
  • Secure media coverage for special events (i.e., presentations and speeches, seminar series, etc.).
  • Represent the firm at key events.
  • Manage and coordinate press at firm-sponsored events.

Rankings and Recognitions

  • Identify and respond to legal trade, business, and other appropriate award nominations, directory listings, and other recognition opportunities.
  • Work with attorneys to write materials in support of award nominations.
  • Work with attorneys to secure client permissions, where appropriate.
  • Track and publicize award wins, as appropriate.


  • Refresh, maintain and manage the news section of the firm website.
  • Conceptualize and write effective news stories for the firm website that are in compliance with professional ethics guidelines.

New York Marketing Support

  • Assist New York-based attorneys with business development opportunities, including the preparation of background materials and production of marketing materials.
  • Field other marketing-related inquiries from New York attorneys and refer projects to other Marketing team members, as appropriate.


  • Schedule and attend meetings with lawyers throughout firm to obtain updates on significant cases and deals, as well as ascertain trends and developments for visibility purposes.
  • Develop solid understanding of the attorneys and practice groups' strategies and priorities.
  • Conduct research of media outlets, reporters, editors, and peer law firms, attorneys and their practice groups.
  • Assist the Chief Marketing Officer and Senior Marketing Manager with internal visibility through the firm's intranet and other marketing tools.
  • Assist with other firm publications, as necessary.


Must have excellent oral and written communication skills. Must be able to work independently as well as with a team, and have the drive to bring projects to completion. Strong interest in law firms and legal/business media. Demonstrated capabilities to handle tight deadlines, shifting priorities with the ability to find creative solutions. Ability to interact diplomatically with all levels of personnel, including attorneys and senior members of staff, and media. Experience handling sensitive issues with the media. Proactive and positive style. Strong project management and organizational skills. Ability to travel occasionally.

Proficiency in Outlook, Excel, MS Word, Power Point as well as have the ability to become proficient in other software applications (i.e. Public Relations software, CRM, email marketing).

Education and/or Experience:

This position requires a four-year college degree from an accredited college or university, preferably in Communications, English, Journalism or a similar field. Prior experience working with various forms of media, including print, broadcast, electronic, and social media. Demonstrated understanding of process by which stories originate and are published in various media combined with the ability to develop and maintain positive media relationships. Ideal candidate will have 3-5 years PR account management experience, with excellent background in media relations. Public Relations agency experience highly preferred.

To apply for this position in New York, please click here. To apply for this position in Washington, DC, please click here

Zuckerman Spaeder LLP is an Equal Opportunity Employer and offers a competitive compensation & benefits package.  To apply for this position in New York, please click here. To apply for this position in Washington, DC, please click here.  You may also apply for this position by submitting cover letter, resume and salary requirements to Mary McCabe at  No phone calls please.