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, ranging from City Hall to presidential campaigns to the highest levels of state government and academic medicine.
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
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.
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
New West Communications Partner Gary Susswein has worked in communications, the media, and organizational leadership for nearly three decades. He provides clients with strategic guidance and crisis support so they can tell their stories powerfully and elevate their reputations. Drawing from his decade as Director of Media Relations and Chief Communications Officer at The University of Texas at Austin, Gary works regularly with colleges and universities across the nation in developing communications strategies and managing pressing issues. He also supports clients in other policy-related areas and helps organizations in raising awareness about and combating antisemitism. Gary worked for 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 various non-profit boards around Austin.
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.