Public Relations Manager
McKenna Long & Aldridge LLP - Washington, DC

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The Public Relations Manager develops and maintains productive relationships with lawyers and the national and international media while overseeing the firm’s external communications strategies for the firm's East Coast offices. The Public Relations Manager also focuses on enhancing the firm’s profile in external outlets such as the legal trade press, general business media, relevant vertical trade outlets, legal directories and the firm’s external website. S/he will also work closely with members of the Business Development and Marketing Department to assist in the development of the written content of externally focused practice-related materials. The Public Relations Manager is also tasked with writing, preparing, and placing firm announcements, attorney-written articles and other form of newsworthy activity as well as counsel on public relations efforts, and will work closely with outside media to disseminate information regarding attorneys, practice areas and firm activities. Additionally, The Public Relations Manager will also spearhead and implement best practices related to the firm's social media presence and profile.

Additionally, the PR Manager will be responsible for fielding inquiries from outside media, keeping abreast of opportunities to apply for award recognitions for attorneys, working closely with attorneys and supply them with monthly PR reports, identify advertising/media outlets, work with vendors as needed.


Public & Media Relations
  • Works closely with the Business Development and Marketing Department and Practice Chairs to develop a public relations plan in support of the strategic direction of the relevant department and practice groups
  • Develops public relations/media priorities for the firm
  • Develops and manages public relations and media relationships, and serves as the firm’s media contact
  • Develops and maintains media/contact lists
  • Identifies media opportunities, including providing press opportunities to practice groups
  • Coordinates all media resources
  • Pitches stories to the media
  • Maintains good relationships with editors and reporters
  • Drafts firm/practice talking points and contacts the media
  • Develops and maintains firm “interview bank” of attorneys able to speak to the media
  • Manages and maintains firm's social media presence
  • Develops section of branding and style guide devoted to press releases
Publishing - Press Kits & Articles
  • Develops press kit materials
  • Develops, finalizes, and oversees placement of press releases (with approval from practice groups)
  • Provides reports on media coverage by practice area/attorney to practice groups
  • Assists attorneys with writing and placement of articles in key legal, trade and business publications
Sponsorships and Conferences
  • Identifies speaker opportunities at industry events

Qualifications and Working Environment:

Supervisory Responsibilities

This position supervises the Public Relations Specialist.

Firm Relationships

The PR Manager will work with firm employees and attorneys at all levels, with support from a PR Specialist.

Key relationships will be with the Marketing Director, the Department Chairs, partners and other attorneys and non-lawyer professionals within the firm, and Business Development and Marketing Department team members, as well as other members of the firm’s Administrative staff.

Job Standards

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education / Certification
  • Undergraduate degree required. APR certification preferred.
  • 8 - 10 years of public relations, marketing communications, and/or journalism experience at progressing levels throughout career
  • Experience in a professional services firm or related organization a plus
Skills and Abilities
  • Excellent writing and presentation skills
  • Excellent attention to detail
  • Well-developed ability to persuade others and sell ideas
  • Analytical and research skills
  • Polished interpersonal and verbal communication skills
  • Project management and organizational abilities
Hardware / Software
  • Solid computer skills, including Word, PowerPoint and Excel

Success Factors

Personal characteristics that contribute to success in this position are as follows: strong work ethic; high achiever; high degree of personal responsibility and accountability; polished interpersonal skills; and desire to succeed and “make a difference.”

Physical Environment and Working Conditions

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

1. Normal office environment with little exposure to excessive noise, dust, temperature and the like.

2. Position requires frequent sitting and some reaching, kneeling and walking.

3. The employee must occasionally lift and/or move up to 25 pounds.

The above is intended to describe the general content of and requirements for the performance of this job. It is not to be construed as an exhaustive statement of essential functions, responsibilities or requirements.

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