UK-based PR services collective 4media group has acquired Bethesda, MD-based broadcast media relations firm News Generation.
Terms of the acquisition weren’t publicly disclosed.
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News Generation, which specializes in radio placements, audio news releases, satellite media tours, podcasts and public service announcements, was founded in 1997 by president and CEO Susan Matthews Apgood. Clients include associations, non-profits, government agencies and corporations.
News Generation retains its name and branding for the foreseeable future in light of the acquisition. Apgood and all News Generation staff will be integrated into 4media group and News Generation’s Bethesda, MD office will remain open.
4media group said the acquisition will bolster the communications group’s suite of tailored media relations services.
“For more than 20 years, News Generation has had a reputation for being one of the preeminent broadcast media relations companies in the Washington D.C. area,” Ed Cyster, global CEO and founder 4media group, told O’Dwyer’s. “Their expertise in earned media in radio complements our television and digital-expertise. It was immediately apparent we would be a seamless match, and I’m confident all of our clients will see immediate benefit.”
London-based 4media group, which was founded in 2016, specializes in market research, digital, broadcast services and PR. It maintains a half-dozen offices in the U.S., in New York, Chicago, Atlanta, Washington DC, Orlando and Bentonville, Arkansas.
When executed properly, PSAs have unique staying power and register with the viewer on a much different level than mere ads trying to sell something, explained 4media group chief client officer Laura Pair at the Mid-Atlantic MarCom Summit Oct. 9 in Washington, D.C.
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