NEW YORK — Rao’s — the storied East Harlem restaurant dating back to 1896 — has tapped Berk Communications for PR support.

Berk will focus its efforts on supporting the opening of a new Rao’s restaurant in Miami later this year. The agency will handle local and national media relations, event planning, partnerships and social media management.

The account will be led by Berk founder & CEO Ron Berkowitz and executive VP Marisa Carstens. Berk previously worked with Rao’s on brand activations at major events, like the Super Bowl.  The company does not have ongoing PR agency support.

“When we embarked on an agency search, it was essential that we found a partner that understood our dedication to quality, heritage and most importantly family, as we get ready to open in the Miami market,” said Frank Pellegrino Jr. and Ron Straci, co-owners of Rao’s. “Berk Communications is committed to telling our story, and we’re excited to have them join our team.”

The Miami restaurant will be Rao’s third location (the other is in Los Angeles), furthering a brand that’s been that has been part of local lore since it opened in then-Italian Harlem 127 years ago. On top of drawing a range of celebrities from Hollywood types to gangsters over the years, Rao’s is infamous for its exclusivity, too, as there is only enough room for regulars with “table rights” to get a seat.