We don’t start with noise.
We start with what matters.
Stacey Sherman
Founder + Chief Strategist
Stacey founded The Sherman Group in 1997 at her dining table while leading communications at one of New York City’s largest nonprofits. When she left, the organization became her first client.
She spent years building brands in healthcare, wellness, consumer goods, and hospitality — categories where trust isn’t optional. She knows what it costs to lose it and what it takes to build it.
She saw strong organizations lose ground to louder ones.
The problem wasn’t exposure.
It was positioning.
She studies what makes people pay attention and what makes them stay.
So she built a firm around a simple premise:
Get the story right first.
Shelley Kapitulik-Jaye
Managing Director, Public Relations
Shelley has worked alongside Stacey as part of Good PR’s senior team since 2011, bringing experience from television, agencies, and client communications.
For more than 20 years, she has worked across hospitality, media, lifestyle, events, wellness, and nonprofits — industries where timing, judgment, and relationships matter.
Her experience includes CBS Television, Times Square New Year’s Eve, Greenwich Wine + Food, Men’s Health, Pilobolus, and hospitality brands throughout Connecticut, New Haven and New York City.
She learned early that coverage alone isn’t the goal.
It is knowing what matters.
When to move.
How to make a story land.
She builds relationships before she needs them and acts fast without losing judgment.
At Good PR, Shelley leads media strategy, event communications, and stakeholder outreach. She also leads Splash PR, the independent practice she founded in 2010.
Attention can be bought.
Belief has to be earned.
When positioning is clear, everything works harder — media, partnerships, launches, growth.
We don’t chase moments.
We build what compounds.
Founders launching something real.
Product brands that have outgrown paid attention.
Healthcare and wellness brands built on trust.
Nonprofits whose work deserves a bigger stage.
Neighborhoods worth investing in.
We define the story.
We carry it where it counts.
We activate it in the real world.
When it’s time to move, we move fast.
The work only works when the story does.
We define your position and sharpen your message until what you stand for is clear and hard to ignore.
You can buy reach.
You can’t buy belief.
Earned media.
Strategic partnerships.
In the right rooms.
The right people hear it and understand why it matters.
Launches. Campaigns. Activations.
Attention becomes action.
Curiosity becomes momentum.
We connect strategy and execution — one story, carried through media and experience.
That’s why it works.