Amy Elias started the public relations firm Profiles in 1990, and the company includes clients such as the Y of Central Maryland, the Kennedy Krieger Institute and CareFirst BlueCross BlueShield. In October, Profiles will unveil the next generation of the University of Baltimore?s marketing campaign.
Q What is the story behind starting Profiles?
A In 1990, I had been working for an advertising agency, managing their public relations, and wanted to expand my work. Additionally, I come from an entrepreneurial background, so the decision to start Profiles was a natural instinct for me.
Q What is the hardest part of your job?
A I would not put this in terms of hard, but it is challenging to find people to join the firm who share the same values and have the same work ethic as those on our staff.
Q What is the most rewarding part of your job?
A Having clients recognize the talents and achievements of the Profiles staff. While it certainly does not need to be something tangible, it was rather nice when recently a client sent gift certificates for dinner at one of Baltimore?s best restaurants as a thank you for an exceptional outcome on a particular project.
Q What is the most important thing you learned from this job?
A There have been many lessons learned over the years, but I think the most significant one has to do with persistence and determination.
I once read that “nothing in the world can take the place of persistence and determination.” Whether it is to advance the message of a client or to be a good and fair manager of the people I work with, I believe that persistence and determination are critical.
Q What is a future goal for the company?
A To continue to work for clients who are interesting and allow us the latitude to be creative while working with them to achieve their goals and objectives.
