In 1990, Amy Elias founded PROFILES with one client: W. B. Doner and Company, and her staff consisted of one: herself. Over the years, PROFILES has grown into one of the region’s most prominent and effective forces in media relations, communications, crisis management, social media, event planning and branding, representing some of the biggest and most impactful businesses, nonprofits, associations, and individuals in the region and beyond. PROFILES’ efforts have regularly resulted in stories, op-eds and features in The New York Times, The Washington Post, The Baltimore Sun, USA Today and on The Today Show, CNN, MSNBC, Fox and NPR, in addition to the implementation of robust social media campaigns, organization of special events, aversion of potential crises and building of brand platforms for clients.
Naturally, over the years, the staff grew to support the success of the firm, and 20 years ago Amy Elias made a key hire: Amy Burke Friedman. Besides sharing a first name, Burke Friedman shares a passion to “find a solution,” the trademark approach of PROFILES. Together, they built a team of professionals who leave no stone unturned.
“No matter the challenge, no matter the odds, or the competition, or the pressures of time, Amy and I have worked together to always find a solution. We arm the client with a way to win in the marketplace – of commerce or opinion or both,” said Elias. “Furthermore, I have never worked with anyone as determined to do that as Amy Burke Friedman. So, it should come as no surprise that, I officially pass the baton to my protége.”
Burke Friedman assumed the role of CEO of PROFILES on January 1, 2023. Elias will continue to support the firm as a consultant and working with select clients to further their goals and objectives.
Burke Friedman joined the company in 2003 as a junior account executive and continued to rise through the ranks, being named president of the firm in 2015, the same year as the firm’s 25th anniversary. Since then, she has played an integral role in day-to-day business operations while spearheading the firm’s business development program and supporting its strategic direction.
“Having Amy as a mentor for the last 20 years has prepared me to take on this new role,” said Burke Friedman. “I look forward to continuing the legacy she built with this next chapter in PROFILES’ story.”
Burke Friedman was recognized by The Daily Record as one of its “Leading Women” in 2013 and, in 2016, was named to its “VIP List,” both awards honoring professionals 40 and under. In 2010, she was named one of PR News’ “15-to-Watch,” an honor bestowed annually to 15 PR leaders and creative practitioners, age 30 and under.
What began as a one person and one account shop has become a multi-faceted communications resource. What hasn’t changed is that it is still run by an Amy.