OUR STORY
We formed New West Communications out of deep experience communicating with the public in a variety of roles — we are journalists, spokespeople, advisers and operatives. Our approach has been shaped through a gauntlet of different stories and challenges. We have worked in the highest levels of state government and higher education, leading statewide and national campaigns on education, energy, and health care controversies.
We have worked in the Texas House of Representatives and the Texas Senate, for Democrats and Republicans. We have been in the room when historic decisions were made. And we have been on the vanguard of profound communications transformations that changed not just how leaders and influencers talk about issues, but how issues themselves play out.
Meet The Team
.png)
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.
Practice areas include: Advanced Energy, Water, Healthcare
.png)
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.
Practice areas include: K-12 Education
Jamie McCormick
Principal
Jamie McCormick has two decades of experience in communications and public affairs across the public, private, and nonprofit sectors. She specializes in crafting strategic messaging and compelling storytelling to engage target audiences, manage reputations and crises, drive policy priorities, and navigate complex, high-visibility issues.
Jamie’s background includes serving as Communications Director for Texas Senator John Carona and as Vice President of Public Affairs for the Texas Alliance of Child and Family Services. She has served as a spokesperson and trusted advisor to executives, elected and appointed officials, and organizations. From local issues to large-scale campaigns, Jamie brings experience developing effective messaging, coaching leaders for media and public-facing engagements, launching initiatives, implementing a digital strategy, and providing integrated public relations support.
Practice areas include: Health and Human Services, Energy, Budget, and Crisis Communications