Faith Sheridan Brings Curiosity and a Passion for Research to PR

Faith Sheridan has always had a hunger for a vibrant, bustling atmosphere.

Originally raised in Friendswood, Texas, she later moved to the Greater Houston area before enrolling at Dallas Baptist University to pursue a major in marketing, where she discovered the world of PR. 

She recalls a moment in a digital marketing class when a professor pulled up Google’s search engine and explained how a brand’s appearance in search results often stems from effective PR efforts. 

“That’s when it really clicked for me,” Faith says. “They need that exposure if they want their brand to expand.” 

Tapping into Industry Experts

​Today, as a research coordinator at TaleSplash, ​Faith understands that to truly engage audiences and build a loyal following, it's important for founders to position themselves as trustworthy experts in their field.

“You really have to have a client demonstrate their knowledge so they can show their love for their industry and their expertise,” Faith says. “If you see that on paper, you’re more inclined to follow that brand along the way.”

At TaleSplash, Faith's daily responsibilities include brainstorming with team members to develop PR strategies for securing client press, pitching podcast appearances to producers, researching conference opportunities, and compiling award submissions.​

Diving Deep into Emerging Markets

Most importantly, Faith’s always looking for ways to refine her pitching process, a core responsibility of her work. She is constantly learning alongside her team to hone best practices for pitching to journalists.

“Each of us has a different mindset,” Faith says. “When we generate new ideas for our clients, we all bounce ideas off each other. Learning how to pitch was another big growth area. Now, pitching feels more fun and exciting.” 

Faith’s pitching process also includes market research, ensuring the podcasts she pitches to align with the client’s goals, target audience, and industry relevance to maximize the chances of meaningful media coverage.

“I have to listen to them to really understand the backbone of their show,” Faith says. “Then I match our clients to the podcast’s needs and pitch them.” 

Faith has also had the opportunity to dive into various industries, supporting healthcare, climate, social impact, lifestyle brands, and AI. 

For Faith, the AI space has been an area of particular curiosity and discovery.

“I can definitely improve by diving deeper into these topics,” Faith says. “You can never read too much. I plan to keep reading case studies, news, and expert articles.”

The Importance of Differentiation

As Faith continues to explore these emerging technologies, she also recognizes how competitive it is for them to stand out in a booming market. However, she views this as an opportunity for brands to leverage creative PR strategies to stand out from the crowd.

“Standing out is a challenge,” Faith says. “So finding creative ways to pitch and new methods to get our clients out there–whether that’s through podcasts, conferences, awards, or speaking opportunities–is key. Those avenues are constantly changing.”

If you’d like to connect with Faith, connect with her on LinkedIn.