Legit praisery O&M Co. has tapped PR exec Joyce Friedman to launch the company’s new theatrical touring arm.

Friedman, former prexy of Friedman Theatrical, has helmed publicity and marketing campaigns for stage productions as well as clients including restaurants, visual artists and nonprofits. She’s also handled press, publications and advertising for Yale Rep and the Yale School of Drama.

One of the newer legit PR agencies on the block, O&M has repped “Spider-Man: Turn Off the Dark” through all its trials and tribulations. Firm also handles Samuel L. Jackson-Angela Bassett starrer “The Mountaintop,” Off Broadway hipster hit “Sleep No More” and upcoming Rialto incarnations of “Peter and the Starcatcher” and “End of the Rainbow,” among other shows and orgs.

Joining an O&M staff led by prexy Rick Miramontez, Friedman will look after a list of her own accounts as well as handle the firm’s road activities.