Are you announcing something new: a product, partnership, exhibit, performance, body of work or research finding? Is there a specific audience you’re trying to reach: customers, partners, investors, curators, employees?

This PR Manual is designed to help startups of all types navigate the basics of press outreach — from identifying journalists who are relevant for your upcoming launch to pitching reporters to writing a press release. This manual aims to break down a relatively complicated process (“doing PR”) into a series of clear action items.


Ben Kellogg is an award-winning publicist who has advised hundreds of early-stage innovators in the worlds of tech, design and non-profits. He the founder of the PR firm BWK New York, and lives in Manhattan with his wife Amy and two kids Gloria and Reuven. When he’s not pitching reporters, Ben loves playing guitar and piano.