Zach Olsen

Practice Areas

Zach Olsen leads Infinite Global’s San Francisco office and oversees the firm’s crisis response and reputation management group. In addition to the management of Infinite’s global operations, Zach’s work includes helping organizations and individuals prepare for and respond to crises that threaten their reputations, brands and bottom lines.

Infinite Global’s clients look to Zach for strategic counsel on internal and external communications campaigns and high-stakes litigation PR efforts, and value his expertise in assessing and responding to public-facing crises. Those clients include public entities, law firms, financial services institutions, healthcare companies and C-suite executives in the US and abroad.

Zach is a frequent public speaker and author on topics important to Infinite Global’s clients, including the management of reputational risk and exposure, the incorporation of PR and media relations into broader marketing campaigns, and the leveraging of current events into credentialing efforts for individuals and organizations. He earned a B.A. with honors from the University of Massachusetts, Amherst.

Professional Memberships

Legal Marketing Association, member

InfraGard, member

Publications

“Learning from Roku’s Breach Communication Shortcomings” – PR News, May 2024

“How Law Firms Build And Protect Stellar Reputations” – Law360, November 2023

“The First 48: Our Firm Is Under Cyber Attack, Now What?” – New York Law Journal, October 2023

“Legal Consultant Limelight: Zach Olsen” – Lawdragon, July 2023

Navigating the Digital Storm: A Guide to Crisis Management for Law Firms” | New York Law Journal (July 2023)

“Northwestern University Had a Very Bad Week – Their Crisis Communications Made it Worse” | Infinite Brief (July 2023)

“The First 48: Our Firm Is Under Cyber Attack, Now What?” | New York Law Journal (October 2023)

“What do clients in crisis really need from lawyers?” ABA Journal (January 2022)

Work Highlights

Counseled numerous organizations, including for-profit, non-profit and government agencies, in connection with the development and execution of communications plans in response to cybersecurity incidents, including data breaches and ransomware attacks. These include:

• A county clerk’s office, serving nearly 2 million residents, that experienced an information security incident.

• A consumer products distribution company that experienced a cyberattack which widely disrupted operations, affected customers and potentially exposed private information for about 6,000 employees.

• A concierge health service that experienced two data security incidents involving the confidential personal and health information of high-profile patients.

• An actuarial service that experienced a cybersecurity attack that impacted more than 1 million users.

• An international power generation and supply company that experienced a series of ransomware attacks that took its business IT operations offline.

Advised a data intelligence company on a constellation of crises including internal and external communications strategies surrounding a coverage and damaging allegations in an article published by a leading business newspaper; messaging in connection with company layoffs; and stakeholder communications related to the company’s restructuring.

Counseled multiple law firms on their internal and external communications surrounding the Israel-Hamas war.

Developed and executed a multifaceted communications plan for an international luxury hotel and resort that identified structural deficiencies on newly constructed buildings.

Education

Awards