Brooke Hammerling, the strategic communications veteran that brought us BrewPR, announced her new project today.

Dubbed The New New Thing, Hammerling’s new communications advisory wants to help startups bring more authenticity to brand messaging and comms through high-level partnerships with CEOs, founders, and executive leadership teams.

There are a few critical pieces to The New New Thing:

First, Hammerling will not focus on the usual six-month press release strategy that drives communications at most tech startups. The New New Thing isn’t focused as much on an individual product or funding round announcement as much as the high-level strategy of storytelling across the entire brand, including the company and the founder. In fact, the only pre-launch clients Hammerling will be taking on must be female-led and

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