Expression that Shines.
Meet the Emerald Strategies, Inc. Owner & Founder.
Kathy McShea is a communicator by heart and a Web management expert by trade who likes to make expression shine. She has a passion for improving the customer experience and believes leaders in every organization deserve to have a Web site governed by strong standards, documentation and measures.
McShea is a senior consultant with over 26 years of hands-on experience public sector communications. She brings leadership experience managing complex Web site operations for large public sector organizations. In 2001 she founded Emerald Strategies, Inc., to offer strategic communications services that cross over between the offline and online communications worlds.
Online Merges with Offline.
Communications Skills Merge. As a Web management consultant, she delivers high-impact offline communication services. Her offerings span strategic plans and audits, leveraging Web content as a business asset and improving the customer experience. Her background in public relations comes in play with her efforts to build brand engagement, buzz and awareness. She is also knowledgable as a manager with communications skills suited to expand outreach, education and awareness to ease program activity stakeholder engagement.
For online communicators, she provides proven success in benchmarking best practices in industry and federal sector including subject matter expertise in federal content management standards and citizen service levels from interagency efforts. She is a certified Usability Analyst and Help Desk manager. She user these practical skills to conduct usability and survey research to help you understand your site, and provide insight into your performance using feedback channels, Web analytics and key performance indicators.
Federal Know-How.
Web Management Consulting. McShea brings substantial federal know-how to her Web management consulting firm, highlighted by Web consulting for the World Bank, the US Air Force and the US House of Representatives. She has also led Web training workshops and conducted usability evaluations for a range of clients, including the FCC, the Council on Competitiveness, the Democratic National Committee and the Daughters of Charity and others.
While serving as a portal strategist with the US Air Force GCSS-AF Portal team from August 2002 to 2007, she was the primary user experience advocate and authority on the HQ team.
Professional memberships include the Web Analytics Association, the Usability Professionals Association and the Information Architects Institute.
Before Starting the Business.
A Background in the Public Sector. Prior to establishing her firm, McShea was a Presidential Appointee in the Clinton Administration, serving as the Director of Consumer Information at the U.S. Department of Energy. There her efforts resulted in a new look and a new name for the agency’s homepage as well as a new gateway for callers: 1-800-dial-DOE. Government Executive Magazine recognized energy.gov among the “Best Feds on the Web”.
Before recharging consumer outreach at DOE, McShea's career included posts as Media Director of the DC office of Consumers Union, publisher of Consumer Reports, and chief spokesperson for US Senator Carl Levin, D-Mich.
She graduated from Georgetown University in 1985 with a degree in American Government and resides in Washington, DC.
Download Resume (PDF, 2 pages, 145K)
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Daily Calendar |
Kathy McShea is the standard that should be used for future presenters.
Jennifer Callahan, USDA
Model for communication plan will help refine efforts…Developing message: makes other work likely to succeed. Excellent information and education with practical applications. Still reference your brief frequently.
Jon Spiers
Public Affairs Officer
Chief of Naval Personnel
As usual, the way that you interacted with and engaged the audience in the exercises were great strengths.
Michele Rappaport
Director of Training
The Capitol.net
Kathy was incredibly knowledgeable and impressive – great teacher.
Audrey Shivell
American Association
for Health Education
Very interactive and thought provoking. Very fun to listen to. Kept my attention, and I learned! One of the best workshops so far!
National Low Income
Energy Consortium
conference participant
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