When Entercom hired Esther-Mireya Tejeda to launch the company’s first communications and PR practice, it acquired a wealth of experience. Tejeda had a record of accomplishment at Univision, PepsiCo and Diageo. She came to Entercom—one of the largest radio broadcasters and podcasters in the U.S.—as the company was completing a $2.4 billion acquisition of CBS Radio. With no agency of record to help shape media coverage of the acquisition, she launched a campaign designed to rebrand radio as a relevant, innovative media, position Entercom as a media powerhouse at a national level and drive a narrative for the acquisition. The result included top-tier coverage along with profiles spotlighting the value of radio for investors and advertisers.