Are your communications achieving your goals?
Communications are strategy. New West emboldens and aligns communications to measurably move our clients toward their broader goals.
Drawing on decades of experience, our principals work directly with clients to target the most critical audiences and solve the most imposing challenges. We manage crises, strengthen teams, lead campaigns, create effective messaging, design fully integrated strategies, and execute tactics across the spectrum of shared, owned, and earned media.
Everything we do is designed to solve problems and seize opportunities. We do that by:
Leveraging our structure
to ensure our experienced principals work directly with you and your team.
Diving quickly and deeply into your organization to develop strategies that advance your goals.
Targeting your most important audiences and crafting messages that resonate with them.
SERVICES
Using the spectrum of shared, owned, and earned media
to deliver compelling content.
Working with your teams and allies to coordinate messages, align channels, and shape outcomes.
Protecting and strengthening your brand — and working with you to turn challenges into opportunities.
MEDIA
RELATIONS
Why do we want this in the media?
How do we get it there?
CRISIS COMMUNICATIONS
How do we survive this?
How do we move past it?
STRATEGY & AUDIENCE IDENTIFICATION
What are we trying to do?
Who do we need to reach?
MESSAGE DEVELOPMENT & DEPLOYMENT
What do we need to say?
How do we say it?
CONTENT
CREATION
How will we tell our story?
What form will it take?
GRASSROOTS
COMMUNICATIONS
Who are our constituents?
How do we motivate them?
EXECUTIVE COMMUNICATION & THOUGHT LEADERSHIP
How do we connect with stakeholders?
How do we build trust?
BUILDING COMMUNICATIONS STRATEGIES
How do we deploy our team?
How do we build long-term systems?
WHO WE ARE
New West Communications is buit on its partners deep experience communicating with the public in different high-profile roles — as C-suite leaders, journalists, spokespeople, advisers, and operatives. Our approach was shaped by diverse stories and challenges across the highest levels of government and higher education.
We have worked in the Texas House of Representatives and the Texas Senate, and in City Hall and on national campaigns, for Democrats and Republicans and for some of the top universities in the country. We have guided organizations as they made milestone decisions and been on the vanguard of communications transformations that give leaders new options for shaping outcomes.
JASON
EMBRY
Co-Founder/Partner
New West Communications Co-Founder Jason Embry has been a professional communicator for more than 20 years. Having served as Communications Director for Texas Speaker of the House Joe Straus, he specializes in helping a wide range of nonprofit organizations — including those involved in public education, higher education and child welfare — achieve their goals at the Texas Legislature and beyond. He is focused on empowering organizations’ members, allies, and broader audiences with the messages and content they need to tell their stories and advocate for policy solutions. Before joining Speaker Straus' team, he worked 15 years as a newspaper reporter, mostly as the Austin American Statesman’s Capitol Bureau Chief and lead political writer.
STEVE
SCHEIBAL
Co-Founder/Partner
New West Communications Co-Founder Steve Scheibal has been solving communications problems as — a reporter, staffer, director, and consultant — for a quarter-century. He has helped a wide variety of clients communicate through crises, develop effective messaging strategies, execute those strategies through proven and cutting-edge tactics, and develop internal and external resources to get the most out of their own and their allies’ people and channels. Before co-founding New West, Steve directed media and community relations for the Dell Medical School at The University of Texas at Austin, the first new medical school in decades to be built on a Tier 1 research university campus. He also served as Policy and Communications Director for former Texas Senator Kirk Watson and was an award-winning journalist at outlets including the Austin American-Statesman.
GARY
SUSSWEIN
Partner
New West Communications Partner Gary Susswein has worked in communications and organizational leadership for three decades. He provides clients with strategic guidance and crisis support so they can tell their stories powerfully. Drawing from his decade as Director of Media Relations and Chief Communications Officer at The University of Texas at Austin, Gary works nationally with colleges and universities to develop communications strategies and manage pressing issues. He supports clients in other policy-related areas, with a specilaty in raising awareness about and combating antisemitism. Gary worked 15 years as a journalist, including as State and Metro Editor at the Austin American-Statesman. He has a BA in history from Penn and an MA in communications from Stanford and has served on the Boards of Directors of multiple non-profits, including as president of Congregation Agudas Achim in Austin.
SLOAN WYATT
Communications Strategist
Sloan Wyatt joined New West Communications in 2023. She is a dynamic communications professional with expertise in integrated marketing communications and strategies. A graduate of The University of Texas at Austin with a BJ in journalism, Sloan's multi-faceted approach to her work aligns with the collective experience of New West's partners. Before joining New West, Sloan played a pivotal role at Rational360, where she worked on digital marketing and communication efforts for data-driven campaigns in the Washington D.C. area. Her demonstrated proficiency in online advertising, email marketing and social media marketing underscored her contribution to the success of various initiatives. Sloan's professional journey also includes a role as a Marketing and Communications Fellow at The Texas Tribune, where she cultivated relationships with Texas and national media and also orchestrated strategic media relations and marketing endeavors.
CONNECT WITH US
New West Communications
P.O. Box 13557 | Austin, TX 78711