Great Companies: How did you get your idea or concept for the business?
Amore Philip: Ultimately, the idea or concept for starting and launching my business came about after I was laid off from a corporate position during the 2008 economic downturn. I decided that I no longer wanted to work another job, so I contacted my network in the entertainment and fashion industry. Long story short, I started helping these entrepreneurs and small brands plan and produce social and fundraising events and film screenings. It was at the beginning of Facebook and MySpace. I started leveraging Facebook to increase event attendance and was quite successful. I would get 200 -300 to attend an event with short notice. I was then asked to help find sponsorships; I got media and product sponsors for the events, and then people started asking me to help them do the same. A few years later, I started my agency from my apartment. My big WHY was to start a business to show my then 4-year-old daughter that she had a choice in a career path that was right for her.
Great Companies: What services are provided by Apples & Oranges Public Relations?
Amore Philip: AOPR provides Public Relations strategy and event experiences for service and product-based brands looking to increase brand awareness as they enter, expand, and grow.
Great Companies: What makes Apples & Oranges Public Relations different from hundreds of similar service providers?
Amore Philip: AOPR meets you where you are? We work with brands based on their company stage, so our strategy is specific to their current situation and overall growth goals. We do not apply a one-size-fits-all.
Great Companies: What were your struggles and challenges, and how did you overcome them?
Amore Philip: One of my most significant challenges was managing and using finances to make better business decisions. In addition, building a solid infrastructure was another big challenge. Getting this right took me years, many courses, lots of trial and error, and outrageously costly mistakes. When COVID hit, I took the time during the pandemic and focused on building my financial and internal infrastructure. That was one of the positives that came out of COVID for me. I have since implemented systems and processes that not only strengthen my infrastructure but also help to provide a better shareholder (employee, vendors) and customer experience. Because I acknowledge and take action, I am on track to scale and grow.
Great Companies: How do you plan to grow in the future? What does 5 years down the line look like for Apples & Oranges Public Relations?
Amore Philip: 5 Years from now, AOPR will be positioned as one of the go-to PR agencies in North America. We will be known for our ability to create memorable PR campaigns and experiences that have taken startups from unknown to industry-recognized. As a result, conglomerates and industry giants such as WPP, Publicis, or similar would want to acquire the agency. I plan to replace myself with a new CEO and focus on building international and global partnerships.
Great Companies: What would it be if you had one piece of advice to someone just starting?
Amore Philip: Starting a business can be an exciting and rewarding experience, but it can also be challenging and risky. Here are a few pieces of advice to keep in mind: Firstly, think about what it is that you want and the reason you are doing it. Everything will take time; don't rush things, as it leads to costly mistakes that can potentially ruin you financially, spiritually, and emotionally. Once you are clear on what you want to do, identify three key people, whether competitors, industry leaders, mentors, or organizations, and learn from them.
Start with a solid business plan or roadmap, learn and understand your market as if your life depends on it, get a good accountant out of the gate (this is not an option), find a partner or strong team with similar interests and values, be adaptable, and stay focused and persistent. Remember that this is a journey, not a sprint. No matter what, quitting is not an option.