Arthur Lee is a Junior PR Executive at Profile, where he works across all areas of the business with a principal focus on media engagement.
On a day-to-day basis, his responsibilities include monitoring social media accounts, crafting media pitches, and tracking the news landscape for client opportunities and angles.
Arthur graduated from the University of Cambridge with a BA in Social & Political Sciences before moving to Amsterdam for a year to study for an MA in Media Studies. Whilst studying, he worked for a health-tech startup across various areas of the business with a focus on copywriting, marketing and sales.
He has also worked as a sales advisor in a national self-storage company, in a growing micro-brewery on the South coast, as well as a cultural space in Amsterdam that puts on regular musical and artistic events.
"Good PR and communications today is about cut-through. At a time when there is more and more information being put out into the world, some of it highly pertinent, some of it false, the ability to project your story through the noise is crucial."
"The most pressing challenge we face is informational. As news cycles move faster and faster, and algorithms personalise information to an increasingly granular level, things can feel more fractured across society. This makes responsible news, PR and communications all the more important."
"Today there's an expectation for business leaders to have insights beyond the company mission. You can't simply hide behind the brand anymore. When this is done badly it can blow up spectacularly, but when it's done well business leaders have the opportunity to establish themselves as authoritative voices."