Alright – so today we’ve got the honor of introducing you to Susan Apgood. We think you’ll enjoy our conversation, we’ve shared it below.

Susan, thanks for taking the time to share your stories with us today One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know

I started my first company at the age of 26. I was very hesitant to reach out for help when I needed it. I thought it was a sign of weakness, and that if I reached out for help, people would think I did not know what I was doing or they would not take me seriously. As I grew my business and advanced my career, I understood that asking for help is a sign of strength. And, more importantly, that most people are happy to help others, especially women. I used to spend hours, and sometimes days and weeks working through issues that could have been solved by reaching out to a member of my network and solved or head me in the right direction with a short conversation. Now, I tell all of my students, colleagues and members of my network that reaching out for help can get you moving in the right direction quickly, so tap your network early and often.

Susan, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

When I was a junior in high school, I had the amazing opportunity to move to Washington DC and be a page for the U.S. House of Representative, and then the U.S. Senate. I fell in love with DC, and issue-based work. I came back to Washington for college, then graduate school, and am now raising my family here. I worked on Capitol Hill for two years between college and business school, and while I loved the work, I felt it was a bit of a slower pace that I wanted. While in business school, I got a job at a public relations firm and understood my two biggest career drivers: entrepreneurship and public policy work. Within a month of graduation in 1997, I found the company of News Generation, a premier media relations firm. Our mission was to match clients who had great stories to tell with broadcast media reporters looking to cover important issues. Attention to detail and customer service what set us apart in our 23 years in business. We built a brand that delivered on media strategy, and had a niche business with clients and reporters that followed us and were committed to our work.
In 2020, right at the start of the pandemic, I sold News Generation to 4media group.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

A strong combination of marketing and sales. The best comments I get about my business and brand are “Wow, you are everywhere!” Early on, I understood the power of marketing and business presence. I spent a lot of money and resources on marketing and building awareness on my brand, and one of my first full time hires was a director of marketing. Also, providing a niche of policy issues on broadcast media really helped. I was not seen as competition for many in the space, and it was easy for other public relations professionals to hire me without being seen as a threat. Once all of that marketing was in place, we had to follow up and actually be the very best in our space. Being meticulous about delivering on client needs, really listening to feedback and acting on that feedback to make each project and outreach better than the last.

Let’s talk about resilience next – do you have a story you can share with us?

In 2007, while pregnant with twins and a 17 month old at home, the profit sharing plan for my company was audited. When I first got the notice, I thought it would not be an issue. I had done all of the filings correctly, and had a CPA firm that had signed off on the submission. I have an MBA, and my husband is an attorney. After reviewing the submission, my attorney, CPA and accountant agreed that everything was correct and after weeks and weeks of pulling reports and data, we submitted our rebutal to the audit.
The letter that came back from the IRS was shocking. They did not agree with our assessment, and accusations were made that I had broken the law. My CPA called me and told me that if this audit does not settle, I could face a $200,000 fine and JAIL TIME! I put in my PR hat, and went to work. I knew what I submitted was correct, and had the backing of experts, including an attorney that works in this space from my husband’s law firm.
I wrote a letter to the commissioner of the IRS, and outlined all I had done in my ten years in business, all the taxes paid and reports submitted, and how there was no ill-intent on what I had submitted. I did not know I had it in me because one of my biggest fears in starting a business was an audit. My letter stated that if I did not get the audit issue resolved, I would call the Today Show and explain how the IRS was targeting good corporate citizens who are trying to do the right thing, and would have my 17 month old with me, and my big pregnant belly. It worked, and the IRS settled quickly with a small fine and it was put behind me two days before I gave birthday to my twin sons.

Contact Info:

• Website: https://www.empowheredleaders.com/
• Instagram: @susanmapgood
• Facebook: https://www.facebook.com/susan.apgood
• Linkedin: https://www.linkedin.com/in/susanapgood/

Image Credits
Headshots: Andrea Josephs Photography