According to a recent article from Public Relations Tactics, “The PR agency world has two types of firms: those that submit numerous RFPs for rapid business growth, and those that “go niche,” only targeting potential clients that align with the agency’s overall identity.” The latter would apply to News Generation, and we are celebrating our twentieth anniversary this week. Susan Matthews Apgood, president and CEO of News Generation, has been in public relations for more than 20 years, and her favorite part of running the company is, “Bringing in business that then turns into great stories, and we’re able to really help people make better decisions about their health and their financial future.”

Once you know your identity, the next step is to define it. As Michele Litzky puts it in the PR Tactics article, “The agency identity should serve as a constant reminder of why people – whether they are clients or employees – work with you, so make sure that it’s integrated into office in as many ways as possible.” By hiring people that understand and uphold the company’s values and culture, you create a team focused on achieving the same goal.

By knowing your company’s identity, you can save time and focus your energy finding clients that gel with your business. With public relations being a fluid profession, it is possible a company’s niche may change. But as long as the fundamental elements of your company stay the same, your identity should remain intact. No one know what the future holds, but you can rest assured knowing News Generation will be there to deliver for our clients.

Stay tuned…


PHONE: 301-664-6448
7508 Wisconsin Avenue
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Bethesda, MD 20814


Copyright News Generation, Inc. 2020

Certified Woman Owned Small Business (WOSB) and Women's Business Enterprise (WBE)

Send an email to EVP & Founder Susan Matthews Apgood. We will respond within one business day. Or, email Susan directly at

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