Amira de Vera is the founder of Project Four PR, a public relations agency that she started less than a year ago, and in that short time she’s worked hard to establish herself and boasts an impressive client list. It was through speaking with one of these clients at an event that Amira was brought to my attention, and I immediately had a good feeling about her and wanted to get to know her. This feeling was confirmed when, only hours later (and before I had the chance to contact her first) I received an email from her, for a reason completely unrelated to the client who referred her. It was meant to be. So we planned to meet up for a half hour to chat over coffee and ended up talking for an hour and a half! I was quite taken with Amira, and that’s why I’m so excited to introduce you to her in today’s #WeWantToKnow feature. 

Amira’s educational background had her heading towards a very different career path from public relations - she earned her degree in political science and international relations at Carleton University, and thought she wanted to work for the UN after graduating. While she enjoyed her studies, Amira realized that this was not the kind of work that was going to make her happy. She firmly believes that you should spend every day doing what makes you happy, and it took a bit of soul searching before she found out what that was for her. Amira hit the reset button upon finishing school, boldly moving from Ottawa to Toronto without a solid plan or knowing what she was going to do for work. It was while attending Toronto Fashion Week that Amira found herself in an engaging conversation with a woman who worked in PR, and by the end of the evening she was offered an internship to work for her. Amira was instantly drawn to the industry, and, when her internship ended, spent the next six years working for an established Toronto PR agency where she built a strong portfolio and a respected reputation. She eventually moved on from that agency to try her hand in corporate PR but quickly realized it wasn’t for her and so she left the position. Finding herself at a career crossroads once more, Amira considered the possibility of doing freelance work. She took it as a sign from the universe when she ran into actor Mena Massoud, a past client of hers who was thrilled to see her and expressed interest in working with her again…he is now one of Amira’s many clients. Amira received an overwhelming show of support from industry peers and clients right from the start, and after a few months of freelancing, she formally registered her business and now spends every single day doing what she loves. 

Amira works with clients primarily in the Entertainment sector, from actors and singers to television hosts & personalities. Among her 30+ clients, Amira represents TV host and personality Tanya Kim, CFL host Brodie Lawson, fitness personality Nichelle Laus, as well as the aforementioned Mena Massoud, who was recently cast as Aladdin in Disney’s live action remake of the animated film. I was moved by how passionately Amira speaks about her clients - her admiration of their talent is genuine and she lights up when discussing their accomplishments. Success for Amira is in seeing her clients succeed, and it makes her truly happy that she can share in their journey and be a part of their story. Amira has this positive energy and warmth about her that makes her relatable and so easy to talk to, so it’s no wonder she attracts such remarkable clients. I’m so glad I had the opportunity to meet Amira, I hope you’ve enjoyed getting to know her. Learn more about her and Project Four PR on her website here. 

Want more? Let's hear from Amira herself! Here’s what else #WeWantToKnow:

I can't start my morning without...Coffee! More specifically, a triple shot soy latte from Jimmy’s Coffee. You haven’t lived until you’ve had coffee from Jimmy’s Coffee!

I have a weakness for...Dessert! I am such a sweet-tooth! I can’t resist any types of dessert. Even when I’ve had the biggest meal of my life, I ALWAYS make room for dessert!

Most people don't know that I...Secretly want to be a DJ.

Currently reading... The Subtle Art of Not Giving a F*ck by Mark Manson. 

I want...To eventually own a huge lot of land so I can adopt all sorts of animals that need a good home! 

Thanks so much for participating in #WeWantToKnow, Amira!