It was about time we introduced João Camilo, our latest recruit hailing from the city of light in Portugal. João arrived to PR via an unusual career path. But we won’t spoil the Q&A for you, so we’re keeping this short – check it out below!
Where are you based?
Lisbon, Portugal. But fun fact: did you know there’s a Lisbon in Ohio?
What are your favourite things about living in Lisbon?
Couldn’t go without mentioning the weather. Around 300 days of sunshine a year isn’t for everyone; Lisboners are definitely privileged for that. As well as that, I honestly just think it’s such a plural city, in that you always have something happening – whether it be bars to go out to at night, plays to attend, or amazing traditional eateries. It’s super walkable and has a unique mixture of textures from its complex cultural heritage blending in with the developments of a metropolis.
How long have you been at Black Unicorn PR? And in PR?
I’ve been at BUPR since early November. Great timing, as our founders always take part in Web Summit, and I was able to feel a part of the team that much quicker thanks to that happenstance.
How did you end up in PR, and working with tech startups? What’s your backstory?
Actually, I never thought I’d be doing PR for a living. I have a BSc in Biology, but came to the realization in my senior year that I didn’t want to wear a lab coat on a daily basis. So I pursued a middle ground with a Master’s in Science Communication, which ended up being my gateway to institutional comms and later on to lovely agency life. So, from nearly a decade working in comms, four of those years have been dedicated to PR – where I dabbled in industries such as mobility, finance, web3, logistics, or energy.
What are some of your favourite things about working with startups?
I really like when a startup believes in itself, and in what it can bring or provide to the world. That’s always a huge incentive for me. I do believe that good PR can help make you what you envision for your company.
What are the startup verticals that most interest you?
I’ve worked a lot in mobility, so I’ve grown to really appreciate the importance of it to our daily lives. I’ve also grown really fond of impact-first startups – be it in healthtech, edutech, or even insurtech.
What are things you have seen startups struggle with, when it comes to PR?
To be completely upfront, thinking that everything they have to say is newsworthy. Your time will come when your words and insights are appreciated, but it takes time – mind you, not necessarily a few months; I mean years. Your PR is your best ally as your business grows, and it will develop as your business does.
From startups that you see excel with PR, what are some of the things that they are doing right?
It’s funny because it’s usually one of two things: an acute sense of self-awareness or an unbeatable notion of timing. Oftentimes, these come hand-in-hand. That’s something that working closely and at length with a good PR team will get you.
What would you recommend to a startup that wants to get started with PR that they focus on first?
Focus on your big news that can actually generate traction – funding rounds, expansions to new markets, a new product launch.
What is your top tip for early stage startups when it comes to PR?
Stay authentic and amplify how you impact your industry differently – especially from your direct competitors.
Are you a summer or winter person? Why?
Winter person, definitely. I love Christmas, precisely because I spend it in the north of my country with my family. As a further proof point, the last countries I visited were Scotland and Denmark. Clear, sunny, and biting cold is the perfect weather for me.
Favourite cuisine? Why?
Portuguese, hands down. Any other answer would be a lie, and dare I say, an insult to my heritage.
What are your favourite hobbies? That you are doing atm?
Whenever I travel, I always look to have an analog camera on me; I love the analog experience of it. I am also a recent vinyl collector (working on building my listening nook). Couldn’t let it pass that I love film and am a proud patron of Letterboxd.
You have a free weekend. Movies and popcorn or outdoor adventures?
Have to give in to the cliché and say that a bit of both is ideal. I find it fulfilling to explore and get to know new stops, things, and views. On the other hand, I do enjoy a cosy movie session at night, especially if I can cross said film off my watchlist.
Meet some of our other team members:
