“I’m not looking to be a PR firm,” Brooke Hammerling, founder of Brew Media Relations, a boutique agency that represents tech startups, said a few weeks ago from her company’s sunny Soho offices. “When I interviewed for jobs at PR agencies, I was given personality tests,” she said. “Seriously, that’s what large agencies do—to see if you’re a dolphin or an owl.” Ms. Hammerling, a vivacious blonde with a raspy laugh and doll-like features, called back to the young women sitting in two rows of desks behind iMac monitors. “What was the test called, the Myers-Briggs?” They giggled in the affirmative. At the neckline of her black silk dress, Ms. Hammerling had the ruddy glow of someone unafraid to spend time in the sun.
“They put you in a room and give you a topic to write a press release about and give you 30 minutes and boom you’re judged on that,” she continued. “And that’s not really how I think of PR.” Ms. Hammerling likes to think of Brew’s services as more strategic. Along with the help of her business partner Dena Cook, who is based in Los Angeles, Brew has represented a striking number of recent success stories to emerge from the tech scene, particularly in New York.