> ## Content Index > Fetch the complete content index at: https://www.foundedbywomen.org/llms.txt > Use this file to discover other available public pages before exploring further. # Amira de Vera of Project Four PR on Building an Agency by Accident and Championing Canadian Talent - URL: https://www.foundedbywomen.org/women-who-lead/amira-de-vera-of-project-four-pr-on-building-an-agency-by-accident-and-championing-canadian-talent/ - Published: 2026-11-09T02:19:46.000Z - Updated: 2026-11-09T02:19:46.000Z - Author: Editorial team - Tags: Women Who Lead Amira de Vera is the founder of [Project Four PR](https://www.projectfourpr.com/?ref=foundedbywomen.org), a Toronto-based entertainment PR agency she started in 2017 after years of working inside the industry. She never set out to run her own business. After walking away from a toxic workplace with no plan, a chance meeting with a former client turned into her first freelance project, and one client soon became ten. Next year, the agency will celebrate its 10th anniversary. In this Q&A, Amira shares how an unplanned leap turned into a firm of her own, how social media has changed the way Canadian talent gets noticed, and why she is excited about the growing conversation around building a Canadian star system. > Know a woman leader doing incredible work? The Founded by Women Awards are open for entries - founders, executives, professionals and changemakers alike. Showcase your story, gain visibility and connect with a community of leaders. 👉 [foundedbywomen.org/awards](https://www.foundedbywomen.org/awards/) ### Q: You started your agency in 2017 after years of working inside the industry. What made you take the leap and build your own firm? It's interesting because I never actually intended to start my own business. I always considered myself a great employee, but I wasn't entirely sure I had what it took to be my own boss. In many ways, it was a bit of fate that led me to eventually build my own firm. At the time, I was working in a rather toxic environment, and after trying to make it work for some time, I ultimately decided to walk away without any real plan for what would come next. Serendipitously, on the very day I quit, I ran into a former client who mentioned they were looking for a publicist to help promote an upcoming project. That became my first freelance opportunity, and while I continued searching for another full-time job, I started taking on more projects. One client turned into two, then five, and eventually ten. It was actually my mom who planted the idea in my head. She said, "Why don't you just start your own business and do this for yourself?" The idea had never even crossed my mind, but once she suggested it, it made perfect sense. I already had the foundation and the clientele to build something of my own, so I decided to take a leap of faith. Now, almost a decade later, I haven't looked back! ### Q: In entertainment PR, what's the biggest shift you've seen in how Canadian talent gets noticed, and how do you help your clients stand out? When I first started my career, social media was only beginning to gain popularity. At the time, Twitter and Facebook fan pages were really the main platforms available to us, and Instagram had only just launched. In many ways, I entered the industry at an exciting time when publicists were beginning to rethink traditional publicity and explore new ways to promote their clients. Fast forward to today, and social media has evolved into something much bigger, with so many different layers and opportunities. I think this has undoubtedly been the biggest shift in how Canadian talent gets noticed. There are now more platforms and avenues than ever to promote talent and their projects, whether it's through podcasts, digital publications, social media collaborations, or even inviting content creators to cover red carpet premieres alongside traditional media. What's particularly exciting is that Canadian talent no longer has to rely solely on traditional media outlets to gain recognition. They have opportunities to build their own audiences, connect directly with fans, and reach people well beyond Canada. For me, helping clients stand out comes down to understanding what makes their story interesting and finding the right platforms to tell it. It's not necessarily about being everywhere or chasing every opportunity, but being strategic about where and how they're seen. I still believe there's tremendous value in traditional media, but the most effective publicity campaigns today are those that embrace both traditional and emerging platforms. Ultimately, it's about creating meaningful visibility that not only promotes a particular project but also helps build a lasting career. ### Q: What's next for you and your agency? It's still surreal for me to say that I'll be celebrating 10 years of Project Four PR next year! I can hardly believe it. I think it's a particularly exciting time for the Canadian entertainment industry. We're beginning to have deeper, more meaningful conversations about building a Canadian star system and what it will take to better recognize, celebrate, and elevate our homegrown talent. For years, we've had an incredible wealth of talent in this country, but there's still so much work to be done when it comes to creating the kind of visibility and recognition they deserve. My hope is that these conversations continue to grow and lead to more opportunities, platforms, and spaces where Canadian talent can truly shine, both at home and internationally. As a publicist, I'm excited to be part of that conversation and to continue championing the incredible artists and storytellers we have in this country. As for Project Four PR, I want to continue doing what I love, which is helping talented people get the recognition they deserve. And hopefully, finding new ways to contribute to the growth of our industry along the way. > Are you a woman leader with an inspiring story? Founded by Women elevates the voices of women making an impact. > Breaking barriers or paving the way for others? We'd love to feature you. Get in touch! 👉 [hi@foundedbywomen.org](mailto:hi@foundedbywomen.org)