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LA Event Publicityby Susan von Seggern

Event publicity services

Event publicity services for Los Angeles organizers

Event publicity services earn press coverage for an event through media events, sponsorships, conference appearances, gifting and the outreach around them.

Susan von Seggern offers event publicity services in six forms: large-scale celebrity and media events, small media intro events, event sponsorships, conference exhibiting and speaking, gifting events and gift bag inclusions, and the press work around each one. She chooses the mix per client, so a premiere and a product launch get different plans.

Last updated November 2026 · Published by Susan von Seggern

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What do event publicity services actually include?

They include the event itself as a media opportunity plus the outreach that gets journalists to it and writing about it. Susan von Seggern pairs every event format with sustained media outreach, press releases and daily lead service monitoring.

The right mix depends on the story. A celebrity premiere may justify a large-scale media event, while a founder announcement may be better served by a small luncheon with a handful of reporters.

Event publicity, defined

Event publicity is earned media attention generated by, or around, a live event. It differs from event marketing, which buys reach through ads and promotions, and from event production, which builds the event itself.

For Susan von Seggern, event publicity is the fourth pillar of a media relations framework that also includes sustained outreach, press releasing and lead service monitoring. The pillars work together: the event gives media a reason to show up, and the outreach makes sure they know about it.

The numbers behind the work

event publicity formats used, alone or combined
6
pillars in the media relations framework
4
lead service feeds monitored every day
5
years of Los Angeles PR experience
20+

Susan von Seggern’s own figures, as of November 2026.

The six event publicity formats

Each format solves a different problem. Most campaigns use two or three.

Large-scale celebrity and media events

Built to draw press, talent and influencers. Best when the event itself is the headline, such as a premiere or flagship festival night.

Small media intro events

Cocktail hours or luncheons that introduce a client to a curated group of journalists. Lower cost, deeper conversations.

Event sponsorships

Putting a brand inside an event whose audience and coverage match its goals, then pitching that presence to media.

Conference exhibiting and speaking

Turning a booth or panel slot into pre-event announcements, on-site interviews and follow-up stories.

Gifting events

Exhibiting at gifting events puts products in front of talent, stylists and press in a single afternoon.

Gift bag inclusions

Placing products in event gift bags so they travel home with VIPs, influencers and media guests.

The press work that surrounds every event

An event without outreach is a party. These services make it news.

Announcements

Significant milestones go out by an exclusive or pre-brief model, followed by email servicing to targeted media.

Newswire, if budgeted

Susan recommends Business Wire for its respectability, and her annual deal significantly saves clients money versus one-off releases.

Podcast and hyper-local pitching

Podcast guest spots give speakers a longer format; hyper-local outlets reach the people most likely to attend.

How an event publicity campaign runs

  1. Find the story

    Identify the angle that matters to journalists: talent, a first, a cause, a local hook.

  2. Build the target list

    Choose outlets, contacts and podcasts that cover this kind of event.

  3. Announce and pitch

    Release the news by exclusive or pre-brief, then sustain outreach toward the date.

  4. Work the event and follow up

    Support media on site and pitch recap stories with photos and outcomes afterward.

Common questions

Short answers to the questions organizers ask most. The full list lives on the FAQ page.

What do event publicity services include?

Event publicity services usually include media outreach, press releases, media invitations and follow-up. In Susan von Seggern’s framework, event PR can take several forms: large-scale celebrity and media events, small media intro events such as cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions.

More in the event PR FAQ

What is the difference between event PR and event marketing?

Event PR earns coverage from journalists and other media, while event marketing usually pays for reach through ads, promotions and activations. Many Los Angeles agencies blend both. Susan von Seggern focuses on media relations: pitching outlets and podcasts, servicing press releases, and monitoring journalist lead requests that match a client’s story.

More in the event PR FAQ

What kinds of events need a publicist?

Events with a story the press can use benefit most. Susan von Seggern has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. Press releases on her website also cover a fashion week show, a Hollywood parade, product launches and book launch events.

More in the event PR FAQ

Do I need to pay for a newswire release?

Not always. Releases are email-serviced directly to targeted journalists, and wire posting is added only if budgeted. For wire releases Susan von Seggern recommends Business Wire because of its respectability, and her annual deal with Business Wire significantly saves clients money compared with one-off wire releases.

More in the event PR FAQ

What raises the cost of event publicity?

Cost usually rises with a longer outreach window, more announcements, a paid newswire, talent or celebrity coordination, multiple event dates and on-site press management. Small media intro events, such as a cocktail hour or luncheon, take less to run than large-scale celebrity and media events. Ask for scope in writing to see what drives your quote.

More in the event PR FAQ

What happens at the event itself?

On-site work depends on the event and the agreement. Common tasks include running media check-in, guiding press to interviews and following up with outlets afterward. Event PR can also take smaller forms, such as a cocktail hour or luncheon designed specifically to introduce a client to the media.

More in the event PR FAQ

Keep reading

Planning an event in Los Angeles?

Tell Susan von Seggern the date, venue and what makes it news. Event and corporate inquiries go straight to her contact form.

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