When crisis management is mentioned, one may think of Winston Wolf, Harvey Keitel's character from "Pulp Fiction." Or Olivia Pope from the ABC series "Scandal." They are the people you call to get stuff done. Fix the situation. Change the narrative.

In real life, when companies or individuals have make-or-break issues that can ruin a brand or tarnish a reputation, they more often than not call an attorney. Those attorneys practice what is commonly known as crisis management, though law firms use varying labels.

The practice incorporates elements of white-collar, litigation, investigations, communication management, privacy and more.

While the need for those skilled at crafting responses to product disasters and personal transgressions and preparing for regulatory investigations isn't anything new, the playing field in which these incidents occur has changed, and so have the players.

A new generation of younger, more diverse, more digitally adept attorneys is emerging in the field. And they are navigating in a new set of circumstances that have made crisis management a very hot practice: the rise of social media, changing societal standards for acceptable behavior and an evolving regulatory environment.

Washington, D.C., is home to many in this new generation.

The Landscape

"Crises happen in some shape or form to every company," said Lillian Hardy, a partner at Hogan Lovells. "The common element is fear of taking that firm step. In my mind, the most important thing is to support leadership when they are under that pressure."

Lilian S. Hardy, with Hogan Lovells.

Hardy began her legal career in investigations, but quickly found that she had a knack for the sort of high-intensity work that often comes part and parcel with crisis management.

"I was in investigations all my career," she said. "Over time, it seemed that I was catching a lot of the stinkers, the stuff that needed a 72-hour burst of effort to solve a make-or-break matter. It seemed like I had a knack for it."

Hardy, who is African American and not yet 40, leads Hogan Lovells' global crisis management practice, working with a team of more than 30 attorneys. The team operates across industry sectors and brings others in as subject matter experts when necessary. And it even has its own communications specialist.

"I consider myself industry agnostic," Hardy said. "The toolkit is resolving emergency problems, though some industries need more support than others."

Hardy said the work varies quite a bit. One day it could be vetting a potential new executive who has a checkered past, the next it could be dealing with the fallout of a blogger at a media company misusing a photo and being sued for it.

"When they are facing existential moments, boards and C-suites are looking for advisers who can help navigate the legal complexities but also keenly understand the media, boardrooms, investors and shareholders, workforces and consumers, as well," Molly Levinson, CEO of The Levinson Group, a communications firm well-known for partnering with top law firms on high-profile matters, said in an email.

Emily Loeb, with Jenner & Block.

Emily Loeb, 37, a Jenner & Block partner and co-chair of the firm's government controversies and public policy litigation practice, said she has dealt with issues that include prepping executives for congressional testimony and offering a preventative approach to mitigate potential landmines for a client.

"More and more, companies are realizing that even in industries that are not heavily regulated, they need to examine their potential risks," Loeb said. "Damage can occur overnight."

Loeb, who served as an associate counsel in the Office of White House Counsel during the Obama administration for almost two years, credits her experience in politics for helping her take a holistic view of problem-solving when it comes to her clients.

"Because of the way that crises unfold now, clients want someone who understands the social media and political landscape," she said. "It is validating to have government experience."

From Whence They Came

Most attorneys don't start their careers with the mission statement of "I want to work in crisis management." It's usually a combination of experiences, natural skill set, trial and error, and chance that get them into the arena.

Loeb, who identifies as LGBTQ, is part of the new generation of diverse crisis management attorneys. She said her work in the Obama administration is what put her on the path to crisis management.

"I loved politics and the law," she said. "Inspector general investigations, handling questions from the media. The lawyers were basically tasked with running their own mini-investigations and determining responses. That translated into a private practice in government controversies."

April Williams, a white-collar partner at Wilmer Cutler Pickering Hale and Dorr who estimates she now spends about 50% of her time doing crisis management-related work in any given month, was doing investigations and false claims work.