News Generation, Inc

Introduce your business and what you do there.

I’m a senior communications specialist at the American Society of Clinical Oncology (ASCO). We’re a nonprofit professional society for clinical oncologists in the US.

What challenge were you trying to address with News Generation, Inc.?

We needed them to help us get the word out about our new initiatives and scientific research projects.

What was the scope of their involvement?

News Generation, Inc. worked with other people in my department on different projects, but I mainly needed them for radio media tours. For this project, their team helped us promote a survey called the National Cancer Opinion Survey. We made this survey to ask 4000 adults regarding their feelings and opinions about various topics concerning cancer.

Our organization partnered with Harris Poll to execute these survey forms while News Generation, Inc. took the lead once we received the survey results. We relayed the key findings that we wanted their team to focus on when promoting our project, and they reached out to different cities to convey our message with the help of the spokesperson in charge.

What is the team composition?

We mainly worked and communicated with Susan (EVP & Founder) and Michelle (Manager) for this project, though we worked with their other team members before.

How did you come to work with News Generation, Inc.?

Our organization had already established previous partnerships with their team, so I just onboarded them for another survey project which I was in charge of.

How much have you invested with them?

We spent $10,600 for this project alone.

What is the status of this engagement?

The opinion survey project ran from January 2017–December 2020.

What evidence can you share that demonstrates the impact of the engagement?

We got a lot of media interest from the opinion surveys. About 15–16 interviews were conducted each year and we were able to secure an audience for each one, which we treated as listeners. I don’t have the numbers, but News Generation, Inc. certainly helped our organization reach the public. 

How did News Generation, Inc. perform from a project management standpoint?

We mainly communicated via email and phone calls. It was mostly Susan who called me to provide progress updates or discuss timelines, but Michelle also checked in every once in a while.

What did you find most impressive about them?

They’re the perfect partner for us — they allowed us to focus on our work while they focused on theirs. They made everything seamless and easy, and we’re really happy with the outcome.

Are there any areas they could improve?

They could work on polishing the schedule sheets more. Once in a while, there were inconsistencies in there that confused our spokespeople. It’s a minor thing and no one really complained about it, but they could double-check the sheets more to make sure that the time slots they listed actually matched all the activities lined up for one tour date.

Please describe your company and your position there.

I currently work as an Associate (Consultant for Strategic Communications) for an IT consulting company. When News Generation was my vendor, I was a Senior Account Supervisor at a PR and communications company. 

For what projects/services did your company hire News Generation, Inc?

I had the privilege of working with News Generation for about 13 years during my tenure at the PR firm.

I worked with Susan and team to produce radio media tours, PSAs, and audio bite lines for a range of clients, such as the National Institute of Environmental Health Sciences, the HHS Office on Women's Health, the National Eye Institute, the Annie E. Casey Foundation, and the U.S. Fire Administration.

What were your goals for this project?

The goal for every project was to provide radio audiences with concise health and safety information that would help improve or save their lives.

How did you select News Generation, Inc?

When I first joined the company, News Generation was one of the vendors that colleagues used to garner strong results.

Describe the scope of their work in detail.

I worked with News Generation from concept, to implementation, and reporting.

For example, for the Annie E. Casey Foundation, we worked with News Gen to review the big news for the annual Kids Count Data Book, schedule interviews with spokespersons for national and state-by-state audio soundbites, as well as schedule a radio media tour for the foundation president with top-tier national and state news outlets and networks, on the morning of the release.

At the conclusion, News Generation provided me with a report on pick up from the bite line and the radio media tour.

What was the team composition?

I usually worked with two people per project - I often worked with Susan on pricing, initial set up, and reporting. Then I worked with another colleague for implementation. The team was always professional, knowledgeable, and timely.

Can you share any outcomes from the project that demonstrate progress or success?

I worked with News Generation at least twice per year over 13 years and they always yielded strong results. I was pleased, but above all my clients were pleased with the process and state or national coverage.

How effective was the workflow between your team and theirs?

The workflow between News Generation and our company was simple via email. It was always professional. We both outlined needs and expectations, which were met on both ends. We were usually a conduit between our client and News Generation, but when they did speak with our clients, it was professional.

What did you find most impressive about this company?

News Generation always felt like family to me, so I built a good professional and friendly relationship with the team over the years. They are small but mighty and do amazing work that reaches the intended audiences.

I am impressed by News Generation's longevity in this industry and their ability to secure top-tier networks and outlets. They know how to deliver with professionalism and a personal touch.

Are there any areas for improvement?

None that I can think of at the moment.

Please describe your company and your position there.

The American College of Gastroenterology is a non-profit medical society with a membership of more than 16,000 individuals dedicated to advancing gastroenterology and improving patient care.

For what projects/services did your company hire News Generation, Inc?

Each year, ACG brings attention to the importance of colorectal cancer screening and prevention during March, the national awareness month.

What were your goals for this project?

Our goals include showcasing expert physician perspectives on the radio during commuter drive times and reaching diverse audiences including areas of the country where colorectal cancer screening rates are low.

Additionally, we aim to secure national networks or syndicates for interviews with our President and reach Spanish language stations for targeted messaging to the Latinx community.

How did you select News Generation, Inc?

We found News Generation by the recommendation of a trusted media relations partner many years ago and have been deeply satisfied with their work. Our internal media team considers the News Generation team to be part of our extended team and rely upon their professionalism, great judgment, news acumen, and knowledge of the radio landscape.

Describe the scope of their work in detail.

Implement and pitch a national radio media tour for March 2020 Colorectal Cancer Awareness Month that collided with COVID019 in the middle of the month but still delivered important results. Highly professional, helpful and reliable. An excellent effort at a very uncertain time with excellent results.

What was the team composition?

We work with News Generations top executive, Susan Apgood-Matthews, her senior producers and staff producers.

Can you share any outcomes from the project that demonstrate progress or success?

The ACG Public Relations Committee continued its annual radio media tour on colorectal cancer screening in partnership with the ACG Board of Governors and with support from ACG President Dr. Mark Pochapin.

The Committee invited ACG Governors from U.S. regions with lower-than-average CRC screening rates according to data from CDC, as well as Dr. Nieto, a Spanish speaker. ACG President Dr. Mark Pochapin did a number of interviews with national radio syndicates.

Total Listenership: 2,016,700 Total Number of Airings: 357 Total Number of Stations Airing: 344 including statewide networks in Mississippi, North Carolina and Virginia as well as metro-area networks in Washington, D.C. (Hagerstown), San Francisco-Oakland-San Jose, Tampa-St. Petersburg (Sarasota), and El Paso (Las Cruces)

How effective was the workflow between your team and theirs?

Excellent! We consider News Generation a trusted partner. We give them full access to our leadership and spokespeople to schedule, brief, and cultivate these relationships and to deliver the best possible interviews. News Generation is detail-oriented, proactive, alert to possible problems, and provides wise counsel to the physician experts who are most important to our organization. Workflow is seamless, low stress, and highly effective.

What did you find most impressive about this company?

The consistent impression they everyone on their team gives that they are genuinely engaged on the substance of our campaign and eager to work with us.

They provide great counsel to our spokespeople, share their experience and media savvy generously, demonstrate deep understanding the issue of a challenging cancer screening message and how it fits in the landscape of consumer health messaging.

They are instrumental to shaping the pitch and consistently deliver impressive results, year after year.

A wonderful partner!

Are there any areas for improvement?

None

Please describe your company and your position there.

Our organization seeks to promote the advancement, communication, and application of psychological science and knowledge to benefit society and improve lives. At the time of this project, I was a public relations associate helping manage our annual Stress in America survey and public education campaign.

For what projects/services did your company hire News Generation, Inc?

We hired News Generation for a radio media tour.

What were your goals for this project?

Goals for this project included:

1. Educating the public on how to manage their stress related to the holidays.
2. Position psychologists as experts in stress management.
3. Encourage people who may need professional help to seek it

How did you select News Generation, Inc?

News Generation has a reputation of excellence in the area. They frequently work with nonprofits in the area on public education messages, and they always deliver. Their team is great to work with and makes things easy for the client.

Describe the scope of their work in detail.

News Generation put together pitches to radio stations using information from our survey and stress management advice from our spokesperson. They secured at least 15 interviews for the radio media tour. During the tour, they were with us every step of the way working the transitions and making sure our spokesperson was prepared. After the tour, they provided a detailed report and recordings.

What was the team composition?

We worked mainly with one account representative, but I'm sure others on their team worked behind the scenes to prepare the pitches, reach out to radio stations, and prepare the reports.

Can you share any outcomes from the project that demonstrate progress or success?

By doing the radio media tour, we were able to reach exponentially more people in a few hours than we would have setting up individual interviews. It saved the time of our spokesperson and allowed us to reach markets we may not have otherwise due to News Generation's existing relationships.

How effective was the workflow between your team and theirs?

The workflow was excellent. The account rep we worked with primarily was very thorough. Everything was scheduled expertly and there was no miscommunication.

What did you find most impressive about this company?

News Generation is always dedicated to their client's cause. Not only did they provide incredible service, but they showed a passion for helping us share our message about managing stress related to the holidays.

Are there any areas for improvement?

I do not see any areas for improvement.

Please describe your company and your position there.

I am the sole proprietor of a boutique public relations firm that focuses on strategic communications planning and implementation of tactics for primarily nonprofit and government clients.

For what projects/services did your company hire News Generation, Inc?

I have used News Generation for audio news releases for clients wishing to secure earned media in specific regions of the U.S.

What were your goals for this project?

Increased awareness of the client's issue.

How did you select News Generation, Inc?

Susan A. worked in my media relations department at a former employer of ours 30 years ago. I have watched her grow into a PR pro, business owner, professor, and expert consultant. I would trust her and her company with any PR project, regardless of scope.

Describe the scope of their work in detail.

I contracted with them to produce and distribute an audio news release (ANR), which is a news story with two 15-second soundbites pitched to targeted newsrooms based on client demographics.

The release is pitched to stations and networks over the phone. ANRs are pitched during morning drive time when newsrooms are fully staffed. Stations and networks can download audio from our news content site, broadcastnewsresource.com. The script is e-mailed to stations and networks as well.

What was the team composition?

I worked with Susan, who in turn had me work with her director of marketing and operations who implemented the project.

Can you share any outcomes from the project that demonstrate progress or success?

I don't recall the details but the client was thrilled with the results and felt it was money well-spent.

How effective was the workflow between your team and theirs?

Very effective, seamless, professional, and easy.

What did you find most impressive about this company?

Their knowledge of the industry and the professionalism with which they carry out the work were impressive.

Are there any areas for improvement?

No.

Please describe your company and your position there.

VP of Marketing and Communications at national education nonprofit.

For what projects/services did your company hire News Generation, Inc?

National TV/Skype Media Tour

What were your goals for this project?

Earned media visibility.

How did you select News Generation, Inc?

News Generation had successfully completed radio media tours for us in the past.

Describe the scope of their work in detail.

Pitch conception, media coaching, media bookings, on-air coordination and measurement

What was the team composition?

Senior principal of the firm and her top deputy.

Can you share any outcomes from the project that demonstrate progress or success?

The professionals at News Generation are trusted partners of Communities In Schools. Their speed, efficiency, attention to detail and courteous approach make our spokespeople feel at ease. Most importantly, they generate real results and consistently demonstrate a great return on investment.

How effective was the workflow between your team and theirs?

Seamless and effective

What did you find most impressive about this company?

Their responsiveness, professionalism and attention to detail.

Are there any areas for improvement?

n/a