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Sherrilynne Starkie
895 followers -
Professional communicator
Professional communicator

895 followers
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Sherrilynne's posts

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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..

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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? 

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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.

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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.

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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.

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Justin Trudeau really is a social media star and we have the hard data to back it up. 

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My new profile pic thanks to #IABCOttawa
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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
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