A Digital Magazine by American University's Kogod School of Business
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PR Pro Succeeds at Moving the Needle
    It’s been 15 years since Susan Matthews Apgood, MBA ’96, took the entrepreneurial plunge and founded News Generation, Inc., a media relations firm specializing in radio and television content. Now her Bethesda, Maryland-based company—which also has a studio and office in Atlanta—has served clients Discovery Communications, Expedia, Microsoft, and the Annie E. Casey Foundation.

    As a young professional with experience in politics, Apgood transitioned into public relations while earning her MBA. She specialized in finance to deliberately grow her skill set, which was anchored in business development, sales, and marketing. When a loyal client suggested she venture out on her own, Apgood decided, “Why not?”

    To start, she turned to The New Venture Handbook, originally purchased for Professor Barbara Bird’s class. “I used it as a bible to write my business plan,” she said. “And I still remember Professor [H. Kent] Baker’s class on reading financial statements.”

    Now News Generation is home to 16 employees, and Apgood regularly networks with a local group of CEOs to share ideas. Another startup venture is undeniably on her playlist. KN



    Photographer: Vincent Ricardel


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