From Agency Assistant to Principal

Anthony Murillo (Public Relations ‘02) thought he had “made it” when he toured the as yet unveiled Walt Disney Concert Hall as an assistant with Burditch Marketing Communication (BMC). But then he was laid off. So he sent his resume to every top agency—with no response.

That all changed when Murillo met Chris Wilkinson of Stickman Entertainment, who, with his partner, Incubus band member Alex Katunich, was searching for a public relations practitioner to help launch a new original music licensing and production company. As it turned out Murillo was the right fit – and that’s when he realized he could be an independent practitioner in public relations.

Murillo started amPR (Anthony Murillo Public Relations) by modeling its business structure after BMC. Murillo’s former BMC colleague, Michelle Cobarrubias (Public Relations ‘02), to whom he has attributed much of his success, joined him shortly after. “I knew we could do it on our own and that I wasn’t going to work 20-hour days anymore,” Cobarrubias said.

Sophia Paliov (Public Relations ‘95), who previously worked for BWR as senior account executive, soon followed. “I’m so impressed to have someone like Sophia to capture my vision.”
Murillo attributes much of his success to being involved in extra-curricular activities at CSUF.
“Those activities proved most valuable,” he said. “When I describe my job to people, they think it’s hard, but I think it’s easy because of my experiences while a student.”

While the writing skills Murillo developed in the public relations program were an essential part of his education, he said he still had a lot to learn. At his internship with G.C.I. Group, the senior account executive would assign him to observe pitch calls and practice writing exercises until he got them down–learning tools he would eventually use with his own interns Jen Mathiasen and Huy Dip (Public Relations ‘02).

Currently, amPR is starting a lifestyle division that will represent hospitality accounts primarily in South Orange County. Murillo will still focus on entertainment as amPR strives to become the leading public relations agency in Orange County. Until then, he historyplans to continue to apply what he learned as an assistant and motivate his team toward his vision for the company, which is to maintain high ethical standards and to take different and creative approaches toward working with the media.

“If your company has done something spectacular, then the media will come to you,” Murillo said. “Otherwise when you see companies in the media, it’s because someone PR minded said, ‘Let’s tell a story and see if someone will buy it.’” Well, his philosophy paid off, because this publication bought it! (Contributed by Micole Alvaro)