Miami (July 16, 2025) — During her participation in the SIPConnect 2025 conference, organized by the Inter American Press Association (IAPA), Sonal Shah, CEO of The Texas Tribune, shared the keys to the success of this nonprofit digital media outlet, renowned for its in-depth coverage of politics and public policies in the state of Texas.
Founded in 2009, The Texas Tribune was born to fill an informational gap: “There were no media covering the capital of Texas or the political decisions made there,” Shah recalled. Today, more than a decade later, the outlet remains steadfast in its commitment to public service journalism, embracing a formula based on impact, trust, and direct connection with its audiences.
“The impact of our work matters,” Shah emphasized. “Politicians may complain about what we publish, but they are also reading us.”
The funding model of the outlet is based on a diversified structure that includes donations — ranging from small individual contributions to philanthropic funds — newsletters, community events statewide, and an annual festival. Its team consists of 60 journalists and 30 professionals in strategic areas such as technology, audience engagement, and institutional development.
The editorial strategy of The Texas Tribune starts from a clear premise: understanding what the public needs to know and where they are seeking it. This translates into an active presence on multiple platforms, from YouTube to Reddit, and a constant production of useful content, such as guides on the electoral process, preparation for weather events, or key information on public policies.
“We have learned that we need to be where people are, understand the questions they ask, and connect with them based on trust,” Shah affirmed.
One of the most impactful examples of this impact-centered approach was an investigation that revealed serious inconsistencies in school shooting preparedness protocols: while teachers and students were instructed to remain silent, police were trained to interpret silence as a sign of absence. “That story led to real change,” Shah said. “It may not have been the most read, but if it contributes to changing a policy, that is impact. And that is what we want to continue doing.”
Although the outlet has a statewide reach, it has also begun addressing the issue of information deserts within Texas. Out of 254 counties, 37 lack local journalistic coverage. Faced with this reality, the outlet has launched local initiatives in cities like Austin and Waco, with the aim of replicating its model and strengthening information in underserved communities.
“Trust has been lost, and that is what we have worked to rebuild,” Shah concluded. “Our lesson has been clear: we need to know our audiences, adapt technologically, build alliances, and never lose sight of the mission.”
The IAPA is a non-profit organization dedicated to defending and promoting freedom of the press and expression in the Americas. It comprises more than 1,300 publications from the western hemisphere and is based in Miami, Florida, United States.