Career Highlights

  • Experienced marketing researcher, planner and strategist for a variety of companies and organizations, including Phillips Petroleum Company, Occidental Petroleum Company, Dollar Rent-A-Car, Oklahoma Central Credit Union, Rutherford County Chamber of Commerce, Tennessee Teachers Credit Union, Middle Tennessee Medical Center, University Medical Center and Middle Tennessee State University.
  • Managed community relations program, including a consumer safety program and speaker’s bureau, across two-state area serving 450,000 customers
  • Award-winning writer and editor in speechwriting, feature writing, special events and newsletters
  • Accredited in public relations by the Public Relations Society of America
  • Trained in qualitative research by The Cambridge Institute Focus Group War College
  • Member of the Qualitative Research Consultants Association
  • Member, Public Relations Society of America
  • Founding President, Rutherford CABLE, 2007 to present
  • Founding Board Member, Rutherford Books from Birth 2006 to present
  • Rutherford County Chamber of Commerce, 2003 through 2007 Board of Directors
  • Rutherford County Chamber of Commerce, Executive Committee, 2005/2006
  • Rutherford County Chamber of Commerce, Public Relations Committee Chair
  • Rutherford County Chamber of Commerce, Chairman’s Award, 2003
  • Founding Board Member, Rutherford Books from Birth Foundation
  • American Heart Association volunteer
  • Active Member and Leader, St. Paul’s Episcopal Church
  • Elected to Vestry in 2003, St. Paul’s Episcopal Church

Case Study

Cumberland Science Museum

Developed and conducted three focus groups with children aged 8 to 11, parents and board members probing:

  • the Museum’s image and position
  • preferences and perceptions regarding the positioning of the Museum
  • a new name for the Museum
  • strengths, weaknesses and obstacles
  • customer service responsiveness

    • A key finding and result of the groups was a change in the Museum's name, from Cumberland Science Museum, to Adventure Science Center. The Museum’s advertising agency, communications staff and other key representatives perceived before the research that children do not prefer the word “science,” and in fact, had prepared no test names that included the word science for the project. The research revealed that, in fact, children are enthusiastic about the word “science” and particularly like it when it is paired with an active word like “adventure.” 

What Clients Say

“Terri has a wonderful style about her and is exceptional with people. She exudes the confidence her many years in business have earned her, and yet she makes everyone feel immediately at home and comfortable. Her business acumen and marketing savvy give her great insight to identify potential concerns and provide solid, strategic recommendations. I know that we had her in the uncomfortable position of entering into a process with very little lead time, and yet she contributed great value to our marketing planning.”

Kerrie Cooper, Principal, Paradigm Strategies

“Over the years, I have worked with Terri Sterling, President of Sterling Communications, in many capacities. She has scripted both advertisements and medical articles, as well as completed specific media relations projects. It was through her work as a group facilitator, however, that we received the greatest benefit. Terri coordinated every step of the process for us, from the selection of focus group participants to developing the questions to facilitating several focus groups in our primary and secondary service areas.

“Terri has the ability to draw needed information from individuals while keeping the focus group both objective and on task. She also provides great perspectives on the information gleaned from the focus groups and provides clear recommendations to the client.”

Rebecca Climer, Vice President, St. Thomas Health Services


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