Senior Manager, Media Relations

Perkins Coie•Los Angeles, CA

About The Position

GENERAL PURPOSE The Senior Manager of Media Relations leads the design and execution of strategic, integrated external communications and media relations programs that advance Perkins Coie’s business objectives, elevate its differentiating strengths, and protect its brand in both proactive and high-stakes environments. Responsible for promoting, enhancing, and safeguarding the firm’s reputation and market positioning, this role works in close partnership with the Director of Communications, the Communications team, firm leadership, and key functional and administrative stakeholders. ESSENTIAL FUNCTIONS These essential functions are primary job duties that incumbents must be able to perform unassisted or with some reasonable accommodation.

Requirements

Leadership, Strategy & Judgment Demonstrated leadership of a media relations and PR function, including experience managing and partnering with external agencies and resources.
Proven ability to advise senior executives or partners and operate effectively in an extremely collaborative, high-expectation environment.
Strong executive presence with the ability to build credibility, trust, and influence at senior levels.
Sound judgment, discretion, and the ability to handle sensitive and high-stakes matters with professionalism and confidence.
Media, Communications & Content Expertise Strong working knowledge of national print, broadcast, and digital media, including established or emerging relationships with business, legal, and financial press.
Experience with crisis‑ and issues‑management communications.
Ability to translate complex legal, regulatory, and business topics into clear, compelling communications for diverse audiences.
Excellent writing and editorial skills, with exceptional attention to detail and consistency across channels.
Execution, Collaboration & Agility Experience tracking, analyzing, and reporting media relations metrics and performance.
Ability to manage day-to-day responsibilities while advancing special projects and large-scale initiatives.
Ability to adapt quickly and effectively in response to rapidly changing events or priorities.
Strong interpersonal skills, including the ability to navigate complex organizational dynamics and negotiate challenging situations.
Ability to meet multiple deadlines simultaneously, including for self-directed and cross-functional deliverables, while performing under pressure.
Team & Relationship Management Ability to lead, motivate, and develop collaborative, high-performing teams.
Ability to develop and maintain strong professional relationships internally (lawyers, business professionals, and leadership) and externally (media, industry associations, and related organizations).
Experience working in a law firm, professional services, PR agency, and/or government or political environment.
Bachelor’s degree in English, journalism, communications, marketing, business, or related field.
Requires 10 to 12 years of experience managing public relations and media relations activity.

Nice To Haves

Prior experience leading or executing social media strategy and activity.
Strong strategic thinking skills with the ability to translate firm objectives into integrated, leadership-driven communications initiatives.
Commitment to supporting business professional development and ongoing learning opportunities.
Experience participating in hiring, performance reviews, coaching, and other employee lifecycle activities in partnership with HR and leadership.
Prior experience of meaningful length in law firms or the legal industry, financial services, or the technology sector is a significant plus.

Responsibilities

Strategic Leadership & Firmwide Media Relations Lead and manage a firmwide media relations function, including oversight of external PR agencies responsible for cultivating, strengthening, and sustaining Perkins Coie’s relationships with key national, regional, and trade media.
Serve as the firm’s primary spokesperson and central point of contact for press inquiries, ensuring consistent, accurate, and strategic engagement with the media.
Build and maintain strong, trusted relationships with journalists and editors at priority media outlets, creating opportunities to connect partners with key reporters and preparing lawyers for high-stakes interviews.
Collaborate closely with firm leadership, practice and industry group leaders, and relationship partners to ensure media relations strategies are aligned with business plans, client priorities, and firmwide objectives.
Brand Positioning, Messaging & Reputation Management Partner with firm and practice group leadership to design and implement proactive external communications strategies that raise brand visibility in priority markets and reinforce the firm’s differentiating strengths across practices, offices, and individual lawyers.
Lead the development of key messages, positioning statements, and anticipated media Q&As, translating complex legal and business concepts into clear, accessible, and compelling language.
Provide crisis counseling, media training, and real-time guidance to firm leaders and lawyers, including issues‑ and crisis‑management communications.
Manage incoming press inquiries and ensure earned media coverage is shared, leveraged, and amplified across appropriate internal and external channels to maximize impact.
Thought Leadership, Campaigns & Content Development Play a central role in shaping and executing the firm’s thought leadership strategy by: Working with lawyers and Marketing colleagues to identify media opportunities, including expert commentary, bylined articles, research projects, speaking engagements, and events.
Monitoring legal, business, and industry media to identify emerging trends and proactive thought leadership opportunities.
Partnering with the broader Communications team to distribute thought leadership and media coverage through strategic channels, including social media.
Craft innovative social media campaigns that enhance the firm’s brand, reputation, and visibility across platforms.
Writing, Editorial Oversight & Channel Management Write, edit, and oversee high-quality press and communications materials, including press releases, talking points, pitches, bylines, firm memos, website content, intranet materials, internal communications, and other collateral.
Ensure all communications adhere to firm standards, messaging frameworks, and quality expectations, particularly in sensitive or high-profile matters.
Awards, Recognition & Profile-Raising Support the firm’s awards and recognitions programs, advising on strategy, prioritization, process, and the development of high-impact submissions for the firm, practices, and individual lawyers.
Work collaboratively with relationship partners to support profile-raising efforts for clients’ in-house counsel through strategic communications and visibility opportunities.