MINNEAPOLIS—Litigation public relations is a relatively young discipline, once the province of either major multinationals such as Burson-Marsteller, Edelman Public Relations Worldwide and Hill & Knowlton, or specialists such as Kekst & Company, Sitrick & Company, and Bork & Associates. But in recent months, more and more midsize firms—Magnet Communications, Fitzgerald Communications, and Brunswick Group—have been setting up litigation practices, with Minneapolis-based Padilla Speer Beardsley the latest to join the fray.
PSB has created a litigation and critical issues communications practice to counsel organizations facing challenges as a result of potential or current legal action. The group will be led by Amy Rotenberg, a veteran media lawyer and trial attorney, who joins the firm as a vice president. 
Rotenberg was formerly with the Minneapolis office of Dorsey & Whitney, where she represented broadcast and print media in litigation and provided pre-broadcast newsroom legal counsel to KARE-TV.  She developed her media specialization at the law firm Cravath Swaine & Moore in New York, where she
represented Time Warner and other media organizations.
“Amy’s legal and media experience make her ideally suited to counsel organizations on the many issues that have the potential to be tried in the court of public opinion as well as in the court of law,” says Lynn Casey, chief executive officer at PSB. “Her knowledge and skills in the areas of libel, privacy and newsgathering issues are unique in Twin Cities public relations. She understands how the quality and flow of information can affect corporate reputation. And she is tuned into the need for legal counsel and communications counsel to work together during crises to meet their clients’ goal and the objectives of the news media.”
While at Cravath and Dorsey, Rotenberg also represented corporate clients in antitrust, employment discrimination, trade secret and product liability litigation. 
“Amy will add this background to PSB’s existing crisis response capability, which brings together industry, employee engagement, media relations and government relations experts to help organizations preserve their reputations and communicate effectively about critical issues with the people who are important to their success,” Casey adds.