Babs S. Harrison

Madelyn Alster

Account supervisor 

Madelyn is the head of the New York office and oversees several accounts. She earned a Bachelors Degree in Hospitality Management  from  Syracuse  University and  brings  four  years of experience  with  The  Ritz-Carlton  Hotel  Company,  where  she held PR positions at The  Ritz-Carlton, Westchester and most recently, as a  member of the global brand PR team at the corporate office.

Home       About       Expertise       Results       Playlist       Contact

We’re the best kept secret in luxury/lifestyle strategic communications... That’s ok with us—we prefer people talk about our clients.

“SDA is a boutique luxury/lifestyle PR agency with a distinctive eye for style, and an insatiable curiosity about the world. We make lifelong friends with our clients and our partnerships thrive using both subtlety and high influence – and always humor. We create client potions mixed strategically and differently every time. We’re famous for our work in a cognoscenti world because we take a long-term perspective, have incurably youthful enthusiasm, the wisdom of age and a very long memory. Every single client, legendary and current, began with a launch… then we continue to keep interest fresh throughout the brand lifecycle. In nearly three decades, SDA has launched more than 100 evocative brands around the world.”

Sheila Donnelly Theroux

Sheila Donnelly Theroux

Established SDA in 1987 with offices in New York and Honolulu. Her high energy and creativity have built lasting ties to high-profile luxury media and partners and inspired the top award whenever the firm has entered a competition. Sheila has spoken on luxury hotel and spa business trends at Harvard and Cornell. On the more serious side, she provided counsel on community relations in tiny communities and issues as global as terrorism in Mumbai. The firm represents the world’s premier hotels, resorts, spas, real estate developers, restaurants and luxury goods. 

Founder & President

NEW YORK 116 West 23rd Street, Suite 500   |   New York, NY 10011   |   Honolulu 1600 Kapiolani Blvd., Suite 800    |   Honolulu, HI 96814   |   808.949.4131

Delivers high-profile publicity and develops integrated strategies to best position a client. Babs brings significant experience working with senior hospitality management at leading companies on strategic PR planning. Babs previously led SDA New York, was a special contributor to Dallas Morning News, and authored books on wine antiques, cocktails and crossing the Sahara. She writes about the PR and marketing industry for Hospitality Net and tweets @BabsSH.

senior vice president, MEDIA RELATIONS

Cassie Kim

SENIOR ACCOUNT SUPERVISOR

Cassie joined Sheila Donnelly & Associates upon graduating from the University of Hawai‘i at Mānoa with a Bachelor of Arts in Communication and concentration in Public Relations. Raised on the island of Maui and New York, she has a fresh bi-coastal perspective and keen eye for detail. As the leader of SDA's Honolulu office, she brings her unwavering work ethic to every project and client.

Pauline Yoshihashi

of Counsel, Public Affairs and Issues Management

Advises clients on strategic and financial communications and public affairs. She draws on her experience as a journalist at The New York Times and The Wall Street Journal and as an investment banker with travel, leisure, entertainment and gaming clients. Pauline has a working knowledge of Spanish.

Brendan Donnelly: Chief Financial Officer

Didi Chang: Human Resources Director

Joana Yasui: Senior Account Coordinator