Spaeth Training, Powered by Sunwest Communications

Spaeth Training, Powered by Sunwest Communications, is a Dallas-based communications consultancy that specializes in media training, crisis communications, and presentation skills development. Founded in 1987 by Merrie Spaeth, a former White House communications director under President Ronald Reagan, the firm brings decades of hands-on experience to organizations seeking to sharpen their public messaging and executive presence. The agency focuses on the intersection of verbal and nonverbal communication, helping clients navigate high-stakes situations with clarity and confidence.

Services and Specialties

The core offering of Spaeth Training, Powered by Sunwest Communications, revolves around media training, crisis communications consulting, and presentation skills coaching. These services are designed for executives, spokespeople, and communications teams who need to deliver effective messages under pressure. The firm also provides webinars and speaking engagements, often tailored to the specific challenges of a client's industry or current events. Clients can expect practical, scenario-based training that emphasizes the importance of word choice, body language, and audience awareness.

• Media training for executives and spokespeople
• Crisis communications planning and simulation
• Presentation skills coaching and public speaking workshops
• Webinars on communication strategy and messaging
• Consulting on organizational communication and reputation management
• Speaking engagements and keynote presentations

Who They Help

While Spaeth Training, Powered by Sunwest Communications, does not explicitly list specific industries, its services are broadly applicable to any organization that interacts with the public, media, or stakeholders. The agency's client roster likely includes corporations, government agencies, nonprofit organizations, and professional services firms. Given its focus on crisis and media training, the firm is particularly relevant for companies in regulated industries, such as healthcare, finance, energy, and technology, where reputational risks are high. The agency's consulting approach is also well-suited for law firms, trade associations, and academic institutions seeking to improve their external communications.

Approach and Philosophy

The methodology of Spaeth Training, Powered by Sunwest Communications, is deeply rooted in the belief that effective communication is a learned skill, not an innate talent. Merrie Spaeth's training approach emphasizes the interplay between what is said and how it is delivered. Clients undergo rigorous, real-world simulations that mirror the pressures of a live interview or a crisis scenario. The firm's philosophy is that every interaction—whether with a journalist, an investor, or an internal team—is an opportunity to build trust and influence. By focusing on both verbal precision and nonverbal cues, the agency helps clients avoid common pitfalls and present themselves as credible, authoritative voices.

Location and Credentials

Headquartered at 4851 LBJ Freeway in Dallas, Texas, United States, Spaeth Training, Powered by Sunwest Communications, draws on a deep well of local and national expertise. The Dallas location places the firm at the center of a major business hub, allowing it to serve clients across the United States and internationally. With a founding date of 1987, the agency has over three decades of experience in the public relations and communications field. Merrie Spaeth's background as a White House communicator and her subsequent work with Fortune 500 companies lend the firm a distinctive credibility that is rare in the training space.

Spaeth Training, Powered by Sunwest Communications, is a strong fit for organizations that prioritize executive communication as a strategic asset. Companies facing media scrutiny, navigating a crisis, or preparing leaders for high-profile speaking engagements will find the firm's hands-on, scenario-based training particularly valuable. The agency's focus on practical outcomes and real-world examples makes it a suitable partner for any client seeking to transform their communications from reactive to proactive. Whether you are a CEO preparing for a congressional hearing or a nonprofit leader launching a public awareness campaign, Spaeth Training, Powered by Sunwest Communications, offers the tools and techniques to communicate with impact.