Media relations is an organic process for us. Primarily, because most of our members are former journalists. We’ve been on the front lines delivering breaking news and have collectively interviewed hundreds of people. That experience translates into invaluable knowledge when pitching stories for our clients. We remember what it was like to be pitched stories by public relations professionals daily.

Team at event

Often on tight deadlines, we listened for key words or local information to tie the story to our listeners or viewers. Most importantly, we’ve built relationships around the country with reporters, news directors, assignment editors, and producers. There’s a long list of newsroom decision makers that make up our radio and television databases. Those decision makers trust and know we understand what information their target audience values and needs. We understand having the right contact is not enough. It can take days calling and researching stations to find just the right person in the newsroom to pitch your story to. Once you find them, it also takes a strong pitch to grab their attention in just a few seconds. That’s why we have an advantage over those who may be starting their pitching process from scratch.

We work with reporters so much that we know what they are looking for and we make sure the news they are looking for is included in your pitch or script. It’s also easy for stations to gain access to your news and audio any time by going to our content site:

You might be thinking, “How can they really do that? How can they only send stations news that’s relevant to them?” Well, the answer is that we’re selective when partnering with clients. The truth is that we turn away work if it is deemed too commercial or not newsworthy enough. Internally, we have to believe in the merit of the work we take on. That’s how reporters know they can trust us, and actually take the time to hear us out and read the pitches we send them.

One misconception is that working with a media relations partner would require you to do a lot of work. That’s simply not true. For example, when you partner with News Generation for a radio media tour, all we need to begin is following:

  • Background information — a press kit, press releases, fact sheets, and/or articles to write the pitch notification;
  • Spokesperson’s availability — date(s) and times, allowing for about five to six interviews per hour;
  • Ten business days lead time; and
  • Basic demographic and geographic information for targeting.

Other companies in our space may require clients to set up retainer arrangements, which require the client to pay for services they may or may not need. While this may benefit the media relations firm, clients run the risk of not getting what they’re paying for.

News Generation’s partners don’t have to worry about hidden costs or fees. When you work with us, the budget you see on your confirmation letter will not go up when you get your final invoice. You pay per interview, not per hour. We know this gives you the best ROI, and is the most fair and comprehensive way to budget. It’s a simple formula we believe benefits our partners and also shows we have the confidence to let our work, not our budgets, speak for itself.

Stay tuned…


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Send an email to EVP & Founder Susan Matthews Apgood at

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