Hiltzik Strategies is advising Janay Rice, who is leading the reputation rehabilitation effort of her husband and National Football League running back Ray Rice.

janay riceThe New York-based firm orchestrated the Janay Rice's media tour, where she defended her husband who punched her during a elevator ride in an Atlantic City.

ESPN and NBC's "Today" show were selected as the media platforms for Janay Rice to profile her spouse as a good person who made a one-time mistake.

The interviews were conducted weeks before a judge overturned Ray Rice's suspension from the NFL on Nov. 28. Cut from the Baltimore Ravens' roster, he is free to sign on with another team.

ESPN agreed to give Janay Rice final approval of its piece before it ran. She did not suggest any changes.

NBC did not have any restrictions on its story.

Mathew Hiltzik launched his firm in 2008 after opening up a New York City office for Freud Communications of the UK. Earlier, he headed corporate communications for Miramax.

Hiltzik Strategies handled the 2013 high-profile case of Notre Dame linebacker Manti Te'o who was victim of a pregnancy hoax. ESPN served as the rehab vehicle.

Hiltzik has represented high-profile clients such as Justin Bieber, Katie Couric, Ivanka Trump, Glenn Beck and Alec Baldwin.