About News Generation
Media Relations Experts — Our Bio
News Generation is an issue-driven public relations services company specializing in using broadcast media techniques — from satellite media tours and radio media tours to audio bite lines and public service announcements — to earn media placements for associations, non-profits, government agencies, and clients of public relations firms. Since 1997, our number one goal is to pitch credible, newsworthy information to stations and networks seeking high quality content. Our award-winning expertise lies in matching the appropriate services to maximize our clients’ exposure on the best possible stations and networks. Through our long-standing relationships with reporters and stations, we have the know-how and tenacity to get the best placements with the right contacts. Our station and network database is updated daily with potential to reach more than 16,000 radio and television outlets. All services are available in English and Spanish.
To be the media outreach company on all platforms and mediums that best matches those that have important stories to tell with listeners and viewers seeking information.
To improve the lives of media consumers through powerful and impactful stories that allow them the freedom and ability to make more informed decisions.
Our Core Values
- Creativity: We work for our clients, free from a cookie cutter, one-size-fits-all approach. We feel free to be continually curious and explore new and divergent directions that push us to be better and more creative with each effort.
- Passion: We are passionately committed to the substance and quality of our work. We tenaciously follow through on our commitment to do our best work on each client project and delivering the best content possible to our media partners.
- Collaboration: We understand success is only possible through proactive, meaningful collaboration with each other as a team, and with our external clients and media/station/network partners. Each project is a collaborative effort to create real change in the world around us.
- Impact: We believe in the power of information. We partner with clients to create work that makes a real difference in the world. We believe in the power of media to affect change, not only change in the lives of media consumers, but also for organizations and their employees and clients with whom we partner.
- Integrity: We believe that the best work comes from being open, honest and personal. We hold ourselves to the highest standards of ethics and quality. We value and respect our team members and client partner’s personal values, and seek to understand all our partners’ needs, to serve them the best way possible.
Susan Matthews Apgood, president and co-founder, has been in public relations for nearly 20 years, and is active in a number of public relations associations, including the Public Relations Society of America and Washington Women in Public Relations (WWPR). In 2014, she is PRSA-NCC’s sponsorship chair, and for 2012 and 2013, she was the co-chair of the Professional Development committee. In December of 2013, her work was honored with PRSA-NCC’s Platinum Award for continual outstanding service to the chapter. In the Fall of 2012, she helped earn News Generation the award of Catholic Business Network of Montgomery County’s Business/School Partnership Award for her work with Our Lady of Lourdes Catholic School in Bethesda. In 2011, she chaired the PRSA-NCC Thoth Gala and her work was honored with the Diamond Service Award for outstanding service to the chapter. Apgood frequently guest speaks in undergraduate and graduate classes at George Washington University, Johns Hopkins University, Georgetown University, and American University, and in 2013 moderated a media relations-related panel at PRSA’s Health Academy Conference. Susan earned her MBA in finance from American University and BA in economics from George Washington University.
Carolyn Mulreed joined the News Generation team in August of 1999. Carolyn has experience working with start-up companies, government agencies and local organizations. Her extensive frontline experience in the service industry makes her a natural as a media relations associate. Carolyn has a BA in management science/marketing and a minor in communications from Kean College in New Jersey.
Martha Sharan, client relations and operations manager, joined the team in November of 2000. A veteran journalist in broadcast media, she is an institution in the Atlanta television market. She has trained many up-and-coming journalists in news-gathering and field producing and served as a news consultant to independent television stations in the Ukraine. She brings to her media relations position, years of reporting experience and has a deep understanding of the demands of busy newsrooms.
Megan Heffernan joined the team in June of 2006. She has a varied background in television production, community outreach, marketing, and theater. Most recently she produced video marketing campaigns for Starz Entertainment Group and before that worked for several Public Television stations. Megan has also hosted several travel/festival shows and was a principal character in two award-winning independent films. Megan received a BA in Communication Arts: Radio, TV, and Film from the University of Wisconsin-Madison.
Michelle Garceau joined the team in April of 2007. Michelle has been a part of the media relations industry for a number of years, both providing strategic counsel and implementing broadcast outreach campaigns. Most recently, she was the Vice President of Media Relations at WCTV, the broadcast division of Weber Shandwick, where she served as a main broadcast contact on the Microsoft account. Prior to WCTV, she worked at Global Communications & Television, Medialink Corporate Television and News 12 Long Island. She holds a BS in Mass Communication from the State University of New York at Plattsburgh.
Martin Diaz joined the team in August of 2010. He is from Uruguay, and in South America he worked with talented advertising agencies, magazines, newspapers, radio and television. In 2005, he moved to Atlanta and worked with CNN Espanol Radio then worked with Latin American Pay Television Services, and has worked with bilingual Newspapers, Magazines and Marketing Companies located in Atlanta and Los Angeles. He is fluent in Spanish, English, Portuguese and Italian and has a bachelor’s degree in Mass Communication and Marketing from his hometown of Montevideo.
Carole Carr, client relations and operations manager, joined the team in March of 2011. Carole has always had a passion for media relations, and spent most of her career in front of the camera working as a television reporter in various markets including San Diego, Los Angeles and Mississippi. In addition to reporting and anchoring, Carole has worn several hats in newsrooms ranging from producer and writer to assignment editor and photographer. She is a member of the Public Relations Society of America, and earned a bachelor’s degree in journalism from San Diego State University.
Jeff Gibbons, client relations and operations manager, joined the team in May of 2012. He worked in the radio industry for 17 years as an on-air talent, news anchor and executive producer. During his career Jeff has worked at several stations in Los Angeles (KLSX, KZLA, Metro Networks) and Washington D.C. (WHFS, WRQX and Sirius XM). He has also worked along side high profile radio personalities like Jonathon Brandmeier, Mike O’Meara, Peter Tilden, and Jack Diamond. He brings a vast knowledge of the inner workings of radio station programming, promotional planning and media relations.
Kelsey Pospisil, client and media relations associate, joined the team in August of 2013 as a media relations specialist. Kelsey has reported for both print and television, and she has a passion for storytelling and media relations. She earned her Master of Journalism degree from the University of Maryland, College Park and her BA in communication from the University of Delaware.
Sabrina Wallach joined the team in October 2013 as an accounting and finance specialist. Sabrina worked most recently as a book keeper for Wagner Kaulius Communications. Prior to that Sabrina spent over 15 years working in the Health and Fitness Industry managing money, people, and operations of health and recreational facilities. She has a BA in Economics from Tufts University.
Kiley Skene joined the team in January 2014 as a student intern from the University of Utah. Kiley has a passion for broadcasting and sports. She is currently working on obtaining her degree in Communication with an emphasis in Journalism and Broadcasting, with a future goal of becoming a Sports Broadcaster.
For additional information, please call us at 301-664-6448.