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Sherrilynne Starkie
Works at Thornley Fallis Communications
Attended Algonquin College
Lives in Ottawa
881 followers|183,971 views
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Sherrilynne Starkie

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My colleague +Ashlea McGrath wrote this great post about using Google Analytics goal conversions in PR campaign evaluation.  Interesting stuff.  
 
Brands and organizations must determine the success of an integrated PR program.  Here's how..
Brands and organizations must measure something more to determine the success of any integrated PR program — a metric that proves value: goal conversions.
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Sherrilynne Starkie

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+Spencer Callaghan nails it here.  Sentiment analysis for social data just got a whole lot smarter. 
 
We are on the cusp of a new wave of #social media measurement—true sentiment #analysis. In the early days, social media measurement was all about reach; how big your follower count was. Today smart communicators measure in engagement; how your content resonates with your audience. While resonance is effective, being able to judge sentiment (did someone interact because they liked it or hated it?) is the next level of insight we need to be more effective communicators. While there are tools currently available to judge sentiment on social media, they are often expensive to access and lack the sophistication to decipher true intent. This new feature from Facebook is more than just a few cute new emojis, it is the beginning of an era where social media interactions become more than just binary.
The launch of Facebook’s new Reactions feature represents a major paradigm shift in social media—and a significant opportunity for social media engagement
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Sherrilynne Starkie

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For the past 50 years or so, PR professionals have relied on the RACE method as a framework for communications planning. It’s a linear method: Research then Analyse, Communicate then Evaluate. This framework served us well until about 2004 when all hell broke loose with the advent of social media and digital publishing.

The speed of digital and collaborative aspects of social media created a new, dynamic environment for communicators yet, to this day, strategic planning often remains linear. For us, adaptive planning means we take chances and experiment more, knowing and accepting that things can go wrong. Failure is not our enemy; it’s a learning opportunity. The key is to recover quickly and move on from a flop. From this we learn about our skills deficiencies, technology issues and about any erroneous assumptions or flawed thinking.
The speed of digital and collaborative aspects of social media created a new, dynamic environment for communications yet strategic planning remains linear.
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Sherrilynne Starkie changed her profile photo.

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My new profile pic thanks to #IABCOttawa
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The big launch is no longer the start of a campaign, it's a major milestone in a continuing journey. #pr   #agile   #marketing  
When it comes to agile communications, PR pros can learn a lot from our colleagues in the IT department. Sherrilynne Starkie has more.
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Here's a lovely holiday wrap up for #content   #marketers  from +Thornley Fallis 
We have wrapped up our most popular blog posts of 2015 to give you a helpful quick read for over the holiday break, and a page we recommended you bookmark so you can keep coming back in the New Year.
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Sherrilynne Starkie

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What do you think?  Is the press release dead, at long last?   #pr  
 
On +SpinSucks today...Is the news release dead or alive?  Stephen Waddington says it's alive and well.  Our +Sherrilynne Starkie disagrees.  What do you think? 
Is the news release dead? Sherrilynne Starkie makes the case for using it to get stories placed as being dead, but argues there is a use for it.
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My colleague +Terry Fallis knows his stuff.  Here he talks about the importance of real relationships (offline) for agency career success. 
 
In this age of many screens and countless #social channels, it’s easier than ever to engage with people without ever meeting them, without ever deciding whether you like them or not. We would be wise to remember in the agency world, that we remain in the personal relationship business. We give advice, carefully conceived, thoughtfully delivered. Assuming the services we provide are top notch, building and sustaining personal relationships with clients is how we ensure a long life for the account. In an increasingly competitive marketplace, it may be the only thing that distinguishes us from all the rest.
Your success as an agency professional, and often the success of your agency relies on “Likeability,” or if you prefer the trendy jargon, the L-factor.
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Justin Trudeau really is a social media star and we have the hard data to back it up. 
 
We use hard data to illustrate that best practices fuel +Justin Trudeau 's #socialmedia  success 
What makes Justin Trudeau a social media success is his dedication to best practices.
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My colleague +Terry Fallis shares his view on why having spokes people media trained is now more important than ever. 
 
So against a backdrop of rapid and constant change, is there still a place for helping clients perform effectively in media interviews? As you might have expected, my answer is an emphatic “Yes” provided the training reflects the current landscape and is rooted in the latest and greatest advances in our understanding of effective communications. #pr  #media
The Internet and the emergence of social and digital media have shaken the foundations of old school media and the fallout continues.
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by my colleague +Spencer Callaghan 
 
For all #media industry professionals, it’s disheartening to see the role of #journalists reduced to assembly line workers stuffing content down different coloured pipes. Our colleagues in the newsrooms deserve better than that and so do our clients. #pr  
As communications professionals, we like to control the message. However, having fewer media voices, perspectives and channels hurts everyone.
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Now brands can reach logged out #twitter  users.  #socialmedia #contentmarketing 
Twitter is boosting reach for sponsored content to include users not logged in.
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People
Have her in circles
881 people
Lakeisha McKnight (Women of Elevation)'s profile photo
Abdulla Basit's profile photo
Habbib Boucetta's profile photo
Owen Kane's profile photo
Glenn Schmelzle's profile photo
Lara Wellman's profile photo
Matthew Snodgrass's profile photo
Mercules Fitness's profile photo
Sergio Calabrese's profile photo
Work
Occupation
Communicator, Writer, PR, Social Media
Employment
  • Thornley Fallis Communications
    Vice President, 2011 - present
  • PDMS Limited
    Social Media Consultant, 2010 - 2011
  • Comysm Limited
    Director
  • Ignition Strategic Public Relations
    COO
  • AIMM Ltd (now sequel)
    Account Director
  • The Reputation Managers (formerly Datanews)
    Editor
  • AECL
    Writer
  • Strive Public Relations
    Owner, 2005 - 2011
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Ottawa
Previously
Isle of Man - Ottawa - Bedfordshire - Washington DC - Pembroke
Story
Tagline
Professional communicator
Introduction
A PR, social media, marketing consultant with 20 years' experience working for a broad range of clients across industry, both in the private and public sectors. 

A recognised expert in social media, Sherrilynne is a well-known newspaper columnist, blogger and a public speaker. She was the founder of the Isle of Man’s Social Media Club and is on Twitter’s PR top 100 according to TweetLevel. She is an account director at Thornley Fallis Communications in Ottawa.

Bragging rights
Lived in four national capitals, so far.
Education
  • Algonquin College
  • AY Jackson
  • Merivale High School
Basic Information
Gender
Female
Other names
Diffin
We just held my daughter's wedding at the Palace. The hall was beautiful, facilities were fine and food was very very good. The service was a bit iffy though from the time of booking. Support before the event was lacking and serving staff on the day were cranky. But all in all, the wedding was a huge success and we'll have good memories of the day.
Appeal: Very GoodFacilities: ExcellentService: Poor - Fair
Public - 3 years ago
reviewed 3 years ago
Everyone in our party of six loved their food. It was tasty, plentiful and genuine European cuisine. The service was warm and friendly. The only disappointment was that the Bulgarian wine was off the menu.
Public - 7 years ago
reviewed 7 years ago
3 reviews
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Well the fish was great. But members of our party that ordered something other than fish & chips were disappointed. Roasties were undercooked and the scotch eggs were like hard rubber balls, virtually inedible. I'll stick to the fish in future.
Public - 7 years ago
reviewed 7 years ago