Today’s Notable Young Professional is Toronto-based public relations pro Amira de Vera, whose work has made significant contributions to many clients’ careers – a part of the job she finds most rewarding. Here’s what inspired her on her career path and where she sees herself in five years…
Elevator Pitch: Describe your job in a nutshell.
I am an entertainment and lifestyle publicist.
Why did you start working at your company? What was the inspiration for this career route?
I actually fell into this career by accident. I was lucky enough that my passion found me. I moved to Toronto after I finished university and like most new graduates I was quite unsure of what I wanted to do with my life. I always knew I had to follow that formula that has been embedded in all of us – finish school, then find a job.
At that time, I had no idea what “that job” was. I knew the only way to do it was to do it scared. When I moved to the city, I didn’t have a job lined up for me, and I also knew that I was unsure if I wanted to do it in the degree I graduated with. This was enough to light a fire under me and really pushed me to discover exactly what it was that made me happy.
After countless hours of volunteer work, internships and 100 resumés later, I found a career in public relations, and the best part is that I was actually really good at it. It came to me naturally and gave me a really great feeling of satisfaction at the end of each day. That’s when I knew I was meant to follow this career route.
What is the best part of what you do on a day-to-day basis? The most challenging part?
The best part of my day-to-day is that there is no typical day in PR. You can have your routine but you also have to be prepared and be quick on your feet as anything can change or happen in any given minute. I like that challenge and it really caters to my ADD personality!
The most challenging part is having to justify and explain the concept of PR to clients that are not very familiar with the process or are very resistant to it. You can’t measure public relations in numbers so for some people it’s hard to see the success of their campaign because they can’t necessarily get the same stats that an advertising campaign would give them. PR is a service that takes time to be effective, and a lot of the time I think we are so used to instant results in this day and age that we get impatient when we don’t see something materialize right away.
What is one sign that you’ve seen over the years to suggest that your work/life balance is off?
This is actually a great question because this last year my biggest learning lesson was to bring a much better work/life balance into my day to day. I think in everyone’s early 20s, they tend to put a huge focus on their careers because that is what they are programmed to do. While there is nothing wrong with that, I think we tend to forget we should also use our 20s to create incredible life experiences for ourselves, and the only way to do that is to live life.
Now that I’m in my late 20s, this is something I am putting a big emphasis on. I think it’s extremely important to make time for yourself, spend time with the people that matter, and also to explore new experiences that create once in a lifetime memories. That to me will be just as valuable as the career you build for yourself.
Where do you see yourself in five years?
I see myself still working a career as a publicist, but I do hope there are more adventures in my life. I definitely want to travel more. There are still a lot of places in the world I would love to visit and if I have that opportunity, it is definitely something I will take. I want to be able to take more risks, and not be afraid to dive into new experiences. We have such a short time on this planet and every new venture the universe brings our way is something we should really consider taking advantage of.
What is one major challenge that you’ve had to overcome in your career? How did you overcome it?
I was never one to need or want praise after working hard on something. I was lucky that I was confident enough to be satisfied that if I know I did a good job, then that was enough for me. One thing with being a publicist that most people don’t really realize is that you will more than likely never get praised for your work. In fact, when something goes wrong, you will be the first person that is blamed, and recognition is something you will probably never receive. This is a tough as nails business and if that is something you cannot handle, then you’re in the wrong industry.
What does success look like to you? Does Money = Happiness?
Success to me is when you can go home at the end of the day and be content in both your personal and work life. It is being able to say that you are not afraid to strive for more in order to better yourself but that you are satisfied with what you have. Success is also being able to grow from every experience that is thrown your way, whether good or bad, and come out of it even stronger and better than ever.
I think when people say money does not equal happiness, it’s a bit of a white lie. To a certain extent, money does buy a lot of things that we need to make us happy. Whether it’s materialistic things or life experiences, money is what allows you to have either or. However, when you make it your end all and the only thing that makes you happy, then it’s probably not the healthiest thing.
What is the most memorable milestone in your career?
To me, there is nothing more satisfying that seeing a client receive success in their own career because of what you have done to help them. I think every time that happens with one of our clients is a memorable milestone because then you can look back and say that you were a part of that growth. I would also say getting my first magazine cover for a client was a pretty big deal.
Do you have any advice for other young professionals?
Don’t be afraid to take risks. If I hadn’t taken a leap of faith when I first started, I would have never landed where I am now. Also, don’t let not having money stress you out and be the reason for you to give up on your dreams. There will always be hard times in your life, especially when you’re chasing something that you are extremely passionate about. But that is your test; to see how badly you want it. And trust me, there is not a more satisfying feeling than when you finally get there and know you did it because you worked hard and persevered. It is easy to make money, but it’s not easy to find something you truly love and get excited to jump out of bed for.
Where is your favourite place to wine/ dine in your city and why?
This is such a hard question because I am a HUGE foodie and I love trying out different restaurants in the city. Currently I love Portland Variety on King West and Portland. They have a great selection for vegetarians and their pastries are to die for. I also love Cibo, Brassaii, Gusto 101, Cafe Nervosa, Byblos and Reds Midtown Tavern, all for the food, wine and their vibes. Great spots in the city!
When you’re not working how do you love to spend your “Me” time?
Nothing better than spending time with my friends and family. I also love binge watching TV shows. I can seriously sit on the couch for hours watching endless hours of television.
Where is your favourite place to travel? Why?
Europe. The funny thing is I still haven’t been to Europe but I am confident it will be my favourite place to travel!
If you had to choose a theme song, what would it be?
Shake It Off by Taylor Swift. I LOVE this song! It’s such a great philosophy to have on life.
If you weren’t doing what you’re doing, what would you be doing?
Most people think I’m joking about this but I seriously would be a dog walker.
Do you support any charities? If so, which one(s) and why is that important to you?
I am huge animal lover. I am a big supporter of the Ontario SPCA, the Humane Society International, the Eric S. Margolis Family Foundation, and the David Sheldrick Wildlife Trust. I love and admire the incredibly important work that they do for animals and I encourage everyone to look up each organization. I am also a proud member of Nu Sigma Pi sorority and I am currently the president of our Alumnae Council. We support charities like the Heart and Stroke Foundation and local women’s organizations and shelters.
What to you is notable?
Notable is someone who has made a remarkable impact in both their career and their community. I am always inspired by those who use their success in order to better not only themselves, but also the world around them.
Blackberry, iPhone, Android, or Other?
iPhone all the way! I am a loyal Apple customer.
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Photo courtesy Ryan Emberley