Duncan Purves • 4media group

Peter McCluskey

VP, Client Relations

Peter is based in Washington, D.C. and handles business development and account management for his clients, which include government agencies and the nation’s top trade associations, non-profits, public relations and marketing agencies and government agencies.

Before joining 4media, Peter served as a Divisional VP for MultiVu, a Cision company. During his career, Peter has developed and implemented national awareness campaigns for clients, including US Department of Health and Human Services (HHS), Federal Communications Commission, US Army, US Veterans Administration, Salvation Army, USA Today, Coca-Cola, the Ultimate Fighting Championship (UFC), and NASCAR, among others.

Peter received a BA from Saint Anselm College in Political Science with a certificate in Russian Studies. He lives in Washington, D.C. with his wife and three sons, Pete, Philip and Sam, and their one-eyed rescue Pitbull, Layla.

Zach Seidenberg

VP, Client Relations

With 20+ years of newsroom, broadcast, PR, and media relations experience, Zach has covered politics, public affairs, and public policy issues as a statehouse public radio reporter in Tallahassee. Since 2006, he has led client media campaigns, managing publicity and broadcast interviews from notable events, including the DNC, large policy conferences, the Consumer Electronics Show, the Super Bowl, and major auto shows nationwide. Zach’s background spans corporate, non-profit, association, government, and issue advocacy clients, making him adept at helping clients communicate with key audiences through the media. He earned his B.S. in Telecommunications from the College of Journalism and Communications at the University of Florida. A native of the DC area, Zach resides in Reston, VA.

Laura Pair

Chief Business Officer

As a member of Executive Leadership, Laura oversees new business development and client experience. She also handles media and communications strategy for clients such as AARP, Elevance Health and Prevent Cancer Foundation. Laura began her career at Target Video News, where she focused on video and media relations for brands, government agencies and non-profits. In 1996, she founded OnCue Productions, and in 2000, sold the company to News Broadcast Network. After a decade running operations at NBN, Laura joined public relations and marketing company Definition 6 as Managing Director. Laura’s work in public affairs has won numerous awards, including several Telly Awards, the New York Television and Film Festival’s Gold World Medal, a Communicator Award, an Anthem Award, an Anvil Award and two Nonprofit Communications Awards.

Susan Matthews Apgood

EVP, Client Relations

Susan is the founder of News Generation, a premier media relations firm which she launched in 1997 and sold to 4media group in April of 2020. Apgood is an EVP of client relations and focuses on connecting D.C.-based clients with media looking to get their story told. Apood’s passion is in public affairs and issue-based work that allows consumers to make better decisions about their finances, health and overall well-being. She earned her MBA in finance from American University and BA in economics from George Washington University.