ABOUT

Tell us who you are!

I'm Amber Muotto, 30 years old and I'm a freelance entertainment publicist. i recently launched my own agency AMPR focussing on services in personal, film and TV.

So what do you actually do?

My job essentially is to promote new films and TV shows to audiences here in the UK and create buzz for their release. Get bums on seats, or eyes on screens in this new streaming era. Alongside traditional PR (tv, print, online), we also organise influencer activations, press trips, set visits, premieres, screenings, photocalls and stunts. There is a lot that goes into promoting films and TV

Additionally, I look after a number of personal PR clients and similarly, my role is to help raise their profile and interest in their various projects.

What has your career path been?

I started as an intern at a television PR agency which was my first real job in the industry. I struggled to find roles in PR after university and even more so when I narrowed it down to entertainment PR.

I didn't realise at the time what a niche and pretty cliquey field it was. It still is to be fair. After lots of rejected applications I secured a year long internship through Creative Access, an organisation focussed on placing BAME graduates in the creative industries. Forever grateful to them!

After my internship finished I moved to a bigger PR agency where I focused on film rather than TV, I stayed there for four years before becoming a Senior Account Manager at my most recent workplace.

During the pandemic, I got put on furlough and it really shifted my perspective on working and job security. Even though it was only for three weeks, it was enough for me to decide that I wanted to go freelance and work for myself. I know people were definitely side-eyeing my decision to leave a stable job in the middle of a pandemic but sometimes change is necessary for growth. I have been working for myself for 9 months now and it has been the best decision I've ever made. Scary? Sure. But I'm building something for myself which I'm passionate about and that level of job freedom is unmatched.

What is the best part of your job?

Getting to work on a variety of projects. From serious documentaries to comedy films, there is so much variety in entertainment PR. There is something for everyone.

What inspired you to do your job?

The love of film and TV. I couldn't do this brand of PR if I didn't genuinely enjoy the projects I worked on.

One piece of advice for someone starting in your role?

Get stuck in and say yes to everything. You might be introduced to a future career because you decided to help someone out on a different project.

Check out Amber’s socials below!

DAY IN THE LIFE

So as a freelancer, accountability is everything since I don't have a manager or colleagues to keep me in check. From completing tasks to starting on time, I have to be my own boss. With that said....I'm human and don't always stick to time. Generally though I start my day at 8:30am, wake up, shower and put on a proper outfit. It makes me feel like I am going to a workplace and helps add a bit of variety to the day. In the future, now that COVID restrictions are starting to lift, I will try to work from co-working spaces. The lack of interaction from home working has slowly started to grate on me.

I always make myself breakfast. It is my favourite meal of the day so I really take my time. Then I settle down to write out my to-do list. I LIVE by my to do list; I cannot function if I haven't written one. There is too much happening in my head at any one time so lists are the best way for me to transfer that information into coherent written information. I check my emails around 9:30am, although really I checked these when I first woke up on my phone! Emails are a big part of PR, as any publicist will tell you. Most of our work is on emails, so we quite literally (obviously not literally) live in our inboxes. Some other things I'll do through the day are putting together a press release, writing bios, creating screening lists, collating a press pack and updating schedules.

And pitches.

Pitches. Pitches. Pitches. My WHOLE job. Pitching my projects and clients to journalists is what I spend the most time on, on any given day. Whether it is inviting them to a screening, getting them to tweet or offering them an interview, journalists emails are on the agenda every single day. Being passionate about the films, tv shows and clients I work with is key when it comes to selling it to someone else. It is a special feeling to see films start out as low-key under the radar and blossom in to word of mouth breakout hits. PR is big reason for that.

Another important element of my job is new business. I have to go out and find work for myself otherwise I'm not earning any money. The amount of time I am on new client calls and putting together project pitches/decks is crazy. It is a skill in itself. I always feel so grateful for each project and client I win.

I don't have a set lunchtime. I'll make myself something to eat between 1-3pm and normally have it at my desk. It is a really bad habit I have picked up from years of working in an office and not having a proper lunch break. Maybe I'll break that cycle soon but for now that is how it normally goes.

Finishing work at a reasonable time I am still finessing. I normally work until really late evening, clocking off around 9pm-10pm. I'd like that to change but for now there is ton of work to do and only me to do it. The show must go on. The work must be delivered. During the late working, I always try to make myself some dinner, it helps to have that additional boost of energy when the day is starting to lag.

After I have signed off for the day, I'll try to relax and watch a series on Netflix but 9 out fo10 times I'll fall asleep 20mins into the series! The day is done.