Dallas-based Sunwest Communications has acquired Spaeth Communications, a Farmers Branch public relations firm.

Nationally recognized for her strategic communications and crisis management expertise, Merrie Spaeth will join the Sunwest team as founder of Spaeth Training.

Financial details of the transaction were not released.

“From the board room to the cabinet room, Merrie Spaeth is the foremost expert in preparing those in high-profile positions to skillfully navigate difficult interviews, whether that’s in front of a camera, at the podium or on the witness stand,” Crayton Webb, owner and CEO of Sunwest Communications, said in a statement. “Our clients come to us to help them build trust and visibility with their most important stakeholders, and Merrie’s experience and specialized expertise enables us to elevate and expand our client offerings. It’s an honor to welcome Merrie and her team as part of the Sunwest family.”

Using the patented methodology developed by Spaeth, the firm said she will lead Sunwest’s portfolio of communications training services, including spokesperson media training, presentation skills, witness preparation, leadership training, and building a corporate culture.

Spaeth’s hands-on training approach gives clients a competitive advantage and positions them to be influential communicators by incorporating the significance of both word choice and nonverbal communication, combined with an abundance of relevant, real-world examples.

“Communication is the foundation of running a business—how effectively you communicate with stakeholders and tell your story can translate into success,” Spaeth said. “I’ve known Crayton Webb for 20 years, and it takes a visionary leader like him to leverage the techniques from this training not just to help clients transform how they think about communication but as a tool for how they build their business or brand.”

Served as director of media relations in the Reagan White House

Before founding Spaeth Communications in 1987, Spaeth was a producer for ABC’s 20/20, a speechwriter for the legendary founder and chairman of CBS, William S. Paley, and was assigned to FBI Director Judge William Webster while serving as a White House Fellow.

That led to her roles as director of public affairs for the Federal Trade Commission, and ultimately her appointment as director of media relations at the White House in the administration of President Ronald Reagan

“Sunwest has a legacy of standing on the shoulders of PR giants—from our founder Andy Stern to Dallas PR icon Mary Shiroma, who joined Sunwest through an acquisition in 2021, and now with the addition of Merrie Spaeth,” Webb said. “We’re continuing to grow Sunwest’s expertise and resources to masterfully guide our clients in all matters of reputation management.”

Sunwest serves clients on a global, national, regional, and local scale, from international oil and gas corporations to real estate, finance, direct selling, technology, education, family foundations, and numerous consumer products companies.

The company’s strategic services include brand and marketing communications, community relations, corporate communications, corporate philanthropy/CSR, creative services, crisis communications, employee communications, financial communications, media relations, public affairs, social media strategy, special event planning and spokesperson training.

Sunwest also maintains a government relations and legislative advocacy practice within LuncefordWEBB Government Relations, which was launched in 2022.

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