Moving Mountains: How CEO Amore Philip Built A Successful PR Agency From Scratch

Determination in the face of adversity is the driving force behind many successful entrepreneurs. For Amore Philip, CEO and founder of Apples & Oranges Public Relations, turning challenges into opportunities has been the key to her ongoing success. Starting her agency from scratch 15 years ago after being laid off, Philip used her savings to self-fund the startup and teach herself web development when she couldn’t afford to outsource it. With no prior connections or reputation in the industry, she spent countless hours networking to build relationships and credibility to attract early clients.

While the lack of resources and credibility presented huge obstacles, Philip’s commitment to solving problems for small businesses through consistent brand awareness kept her motivated. Through dedicated effort and perseverance, she overcame these early hurdles to steadily grow her client portfolio. Today, Apples & Oranges PR proudly partners with established brands while helping emerging companies establish their unique stories. However, Philip remains grounded, believing that continuous learning and improving skills are crucial…

1. What inspired you to start your own business? What was the “aha” moment?

I always had a passion for entrepreneurship. I wanted to create something that was not just my own but also positively impacted small businesses. After working in the corporate world, entertainment, and fashion for several years, I decided to bet on myself. It was not just starting a business; it was my way of taking a proactive role to change the trajectory of my family’s legacy.

2. What were some of the biggest initial challenges you faced in getting your business off the ground? How did you overcome them?

When I started my business, the biggest challenge was not having the resources to get started. I did not have money to pay a web designer, so I figured out how to build my website, among many other things. I didn’t even look at funding; I needed the credit or assets to secure financing, so I decided to start small using my funds and savings. Additionally, building a solid client base was another obstacle I had to overcome, as I had yet to build a reputation in the industry. Establishing credibility and gaining trust with potential customers required much effort and networking. However, with dedication and perseverance, I overcame these challenges and succeeded in my business. Fast forward 15 years later, here I am.

3. How did you identify a gap in the market or need that your business fulfills?

As I was getting started in my business, one of the things I also realized was that if I was going to be successful, I too needed to be more visible to attract my target audience, which is also when I discovered that many small businesses struggled due to the lack of consistent brand awareness.

4. What has been your approach to funding your startup? Did you use your own savings, seek investors, crowdfund?

I funded my startup with my savings and help from a few family members. I was not even in the position to go to a bank then, so I became my own bank. If I didn’t believe in myself, then who else would?

5. How did you build your team and attract talent in the early days?

I hired an admin assistant to help with my business in the early days, but it could have gone better. One of the main reasons was that I needed concrete systems and processes built out to run my business. I needed infrastructure. Over the years, I hired more people who were liabilities, as their labor did not result in a fruitful outcome for the company. I had 10+ employees pre-COVID, which I downsized to 4 during COVID. Since then, I have decided to build out my team from the inside, meaning that I would promote candidates who were either interns or freelancers with whom I have worked and who proved they would benefit the company’s growth.

6. What have been your critical strategies for growth and gaining traction/users?

My key strategy has been to keep myself engaged in learning and improving my skills to add value to my clients. In addition, building my network has been immensely valuable.

7. What does a typical day or week look like for you? How do you manage work-life balance?

A typical day for me: I rise at 5 am, mentally prepare, plan for the day, then head to the gym at 6:10 am.

Around 8 am, I start by checking emails and responding to urgent messages from clients or team members. I then research and gather information on industry trends, news, and competitors.

From there, I develop strategies and create plans for upcoming projects. This involves brainstorming sessions with team members, drafting press releases, writing content and other communications, or preparing presentations for clients. I meet with clients, attend industry events, pitch stories for roundups, gift guides, thought leadership, and editorial opportunities, and build relationships with journalists throughout the day. I may also analyze data and metrics to measure the success of current outreach efforts. Overall, my day is fast-paced and can go late into the evening. I rarely work less than 10 hours on a typical day. I plan to replace myself within the next three years to focus my efforts on expanding the agency’s footprint internationally.

8. What do you find most rewarding and most challenging about being an entrepreneur?

The most rewarding part of being an entrepreneur is the ability to turn your idea into reality and leave your mark on the world and your industry.

On the other hand, the most challenging aspect is dealing with uncertainty and facing the risk of failure. It takes a lot of hard work, dedication, and resilience to succeed as an entrepreneur. I have been in business for many years, and there is not one day that I don’t think about failure. On the other hand, quitting is not an option for me, no matter what happens.

9. What advice would you give to aspiring entrepreneurs who want to start their own company?

My advice to aspiring entrepreneurs who want to start their own company would be to focus on their “why.” Why are they starting this business, and what problem are they trying to solve? Secondly, they should be prepared for the long haul, as entrepreneurship is a journey that requires persistence, patience, and resilience. Thirdly, they should be willing to take risks and embrace failure as a learning opportunity. Finally, they should surround themselves with a supportive network of mentors, advisors, peers, and family members who believe in their vision and can offer guidance and support.