Building Icons, Breaking Barriers: The Woman Behind One of NYC’s Boldest PR Firms
In this edition of The FoundHer Files, we sit down with the fabulous Amore Philip, the powerhouse behind Apples & Oranges Public Relations—a woman who turned a corporate layoff into a launchpad for legacy. From bootstrapping her agency to elevating underrepresented brands into the spotlight, Amore shares the highs, the hard lessons, and the heart behind her 15-year entrepreneurial journey. Her story is one of resilience, reinvention, and radical visibility.
The FoundHer Files is our candid interview series spotlighting fearless female entrepreneurs who are rewriting the rules of business, leadership, and legacy. Through real stories of resilience, purpose, and bold reinvention, each installment dives into the journeys of women who dared to build their own lanes—and bring others along with them. These are the unfiltered blueprints behind the breakthroughs.
1. Tell us about your business and what inspired you to start it.
I founded Apples & Oranges Public Relations, a certified MWBE firm based in New York. I launched the agency in 2010 after being downsized from a corporate role. What began as a desire to help food and beverage brands tell their stories and attract more business through strategic PR evolved into a full-service agency assisting mission-driven entrepreneurs to elevate their visibility. The name reflects my belief that even vastly different brands deserve standout storytelling. I was also driven by something deeply personal—I wanted my daughter, now 20, to know she could either lead in a great company or build one of her own. My motivation was legacy: to shift the trajectory of my family and create something lasting.
2. What problem does your business solve, and who is it for?
I help mission-driven entrepreneurs, founders, and emerging companies build visibility, credibility, and opportunity through public relations. Our clients come to us when they’re ready to be positioned as thought leaders or need high-impact media exposure, speaking opportunities, or brand elevation. Essentially, they come to us to aid in their long-term growth.
3. How did you go from idea to execution—what were your first steps?
I started by freelancing and testing my services with smaller clients while still working in the entertainment and media space. Once I saw consistent results and client transformations, I incorporated the business, built a portfolio, and pitched to larger brands.
4. What has your entrepreneurial journey looked like so far?
It’s been equally rewarding and rigorous. I’ve had the honor of working on major campaigns, producing large-scale events, and seeing clients mentioned and written about in publications. There are days that I ask myself, Why am I doing this, especially during COVID, when I really struggled. Despite all of that, COVID also helped me to look at my business structure and evaluate how I was doing business. I worked with many clients I should not have taken on. I made many mistakes…so many I cannot even count. However, those mistakes have taught me a lot, and I am now 15 years old in business.
5. What have been your biggest challenges, and how have you overcome them?
Access to capital and resources was a hurdle early on, especially as a self-funded founder. I overcame it by building strong relationships, being resourceful, and applying to programs like Goldman Sachs 10,000 Small Businesses and Columbia University’s business program, facilitated by Covenant Business Concept, for continued support.
6. Have your business had any pivotal moments or turning points?
One major turning point was when a non-profit client I worked with landed a local TV spot highlighting her business. It attracted a lot of support that helped their business. It reaffirmed the power of PR and the importance of using media as a growth tool. That moment solidified our niche in thought leadership and impact-driven campaigns.
7. What does a typical day look like for you as a business owner?
Typical? There’s no such thing. One minute, I’m on a Zoom call strategizing a campaign; the next, I’m chasing a deadline, answering 15 emails, coordinating with my (tiny) team, and ensuring someone eats lunch—including me. Mornings start fast at 4:30 am with client calls and last-minute media requests since I have clients in multiple time zones. Afternoons are a blur of pitching, editing, and problem-solving. By evening, I’m either at an event in heels or in sweats, brainstorming for the next day. It’s controlled chaos—but it’s my chaos, and I love it.
8. How do you balance the business demands with your personal life?
There is no such thing as balance. There are moments, and you do the best you can. Some days, your family and kids will miss you. Some days, they won’t. That’s it. I’ve learned to set boundaries. Delegation (which I am sometimes terrible at) and clear priorities help. Sunday is my relax day, but I am in beast mode every other day.
9. Do you have a team, or do you work solo? How has that shaped your experience?
I have a small but mighty team. Having support allows me to stay in my zone of genius—creative strategy and media relationships—while trusting others to handle execution. It’s taught me the value of leadership and clear communication. During COVID, I had about 12 employees. Since then, I downsized and cut my team by more than half. I staff up when needed for a project and work with other consultants if necessary. Now, I don’t have to sweat so much on payroll day.
10. How did you fund your business in the beginning?
I bootstrapped everything—investing earnings from freelance work and reinvesting every dollar into building my brand, tools, and network.
11. What have been your most successful growth strategies?
Referrals and results. When your clients are winning, they become your best ambassadors. I leverage speaking engagements, social media, and strategic collaborations to grow visibility.
12. How do you define success? Has that definition changed over time?
Initially, success was about media wins and business growth. It’s about impact—helping others rise, having freedom of time, and building something beyond me.
13. What’s the best piece of business advice you’ve ever received?
“Start where you are. Use what you have. Do what you can.” That grounded approach reminds me that progress beats perfection.
14. What do you wish more people understood about entrepreneurship?
That it’s not glamorous 24/7. It’s consistent problem-solving, resilience, and self-awareness. It’s also one of the most fulfilling journeys if you stay aligned with your mission. Always remember why you started.
15. Looking back, is there anything you would have done differently?
I would have asked for help and invested in mentorship earlier. I would have started with a business plan and an accountant. Your financials are everything. The numbers run your business. You don’t have to build alone—guidance accelerates growth.
16. Who or what inspires you, both in business and in life?
Visionaries move me—people who aren’t afraid to fail forward and keep showing up, even when no one’s clapping. I’m especially inspired by those who turn obstacles into stepping stones. Imagine a young father, Chase Harris (@chaseharrisfit_) on Facebook, and Instagram, documenting the daily triumphs of his son, Bubba, who was born with spina bifida. I visit their page often. Watching Bubba fight to take each step—smiling, stumbling, trying again—is a masterclass in resilience. That kind of grit humbles me. It reminds me that someone else is fighting like hell for what we take for granted. That energy pushes me to keep building and serving and never complain about the climb.
17. What legacy or impact do you hope your business will leave behind?
I want Apples & Oranges PR to be known as the agency that turned underdogs into icons. The firm that took overlooked, underestimated, and underrepresented brands and launched them into the spotlight, loud, proud, and unforgettable. I’m building a company with a billion-dollar valuation, not just for the number, but for what it represents: power, influence, and proof that purpose-driven storytelling can move markets. I want people to say, “If Apples & Oranges touches your brand, you’re not just seen—you’re remembered.”
18. What advice would you give to other women looking to start their own business?
Don’t wait for perfect conditions—start with what you know and grow through what you learn. Stay rooted in your why, and surround yourself with people who see your vision even when it’s still taking shape.
Check out Apple & Oranges Public Relations Agency here.
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