1. Sustained media outreach
Identifying target outlets and contacts and pitching for coverage, including podcast pitching. Hyper-local outlets are part of the mix.
Media relations services
Media relations services behind every event campaign
Media relations services are the ongoing work of earning coverage: finding the right outlets, pitching them, announcing news and answering journalists who need sources.
Susan von Seggern uses a four-part media relations framework she developed over decades of PR work: sustained media outreach including podcast pitching, press releasing by exclusive or pre-brief, daily lead service monitoring, and events. Every public relations campaign she builds draws on these four pillars in a mix matched to the client.
Last updated November 2026 · Published by Susan von Seggern
What are media relations services in PR?
They are the services that generate earned media coverage, as opposed to paid ads. In Susan von Seggern’s practice, that means four pillars working together.
Outreach builds relationships and pitches stories; releases announce milestones; lead monitoring answers journalists who are actively looking; events give media a reason to show up.
The four pillars
Each pillar is described as it appears on Susan von Seggern’s main website.
2. Press releasing
Announcing significant milestones by an exclusive or pre-brief model, followed by email servicing, and posting to a newswire if budgeted. She recommends Business Wire and has an annual deal that saves clients money.
3. Lead service monitoring
Monitoring five lead service feeds daily, plus journalist emails and Substacks, then pitching contacts who want a client’s expertise. Placements include Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life.
4. Events
Large-scale celebrity and media events, small media intro events, sponsorships, conference exhibiting or speaking, gifting events and gift bag inclusions.
Which pillar does what
A quick reference to how the four pillars differ, from Susan von Seggern’s framework.
| Pillar | What it does | When it helps most |
|---|---|---|
| Sustained media outreach | Pitches stories and podcast guests to targeted outlets | Building awareness over weeks before an event |
| Press releasing | Announces milestones by exclusive or pre-brief, then email and wire | Launches, lineup reveals, partnerships |
| Lead service monitoring | Answers journalists actively seeking sources | Any time; often fast coverage |
| Events | Creates a reason for media to attend and write | Premieres, openings, conferences, intro luncheons |
For the full side-by-side guide, see how an event publicist compares with a PR agency.
How the pillars combine in one campaign
Map the milestones
List announcements between now and the event date.
Start outreach
Begin pitching target outlets and podcasts right away.
Monitor leads daily
Respond to journalist requests that match the client’s expertise.
Anchor with an event
Use the event, or a media intro luncheon, as the focal point.
Common questions
Short answers to the questions organizers ask most. The full list lives on the FAQ page.
What media relations services are included in a campaign?
In Susan von Seggern’s framework, media relations services include identifying target outlets and contacts, pitching for coverage including podcasts, writing and servicing press releases, optional Business Wire distribution and daily lead service monitoring. Events are the fourth pillar and can be added to any campaign.
More in the event PR FAQWhat is lead service monitoring?
Lead service monitoring means watching services where journalists post requests for sources. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists looking for leads directly, then pitches the contacts whose interests match her client’s expertise. It often leads to strong coverage.
More in the event PR FAQWhat is the exclusive or pre-brief model for press releases?
They are two ways to announce significant news. In the exclusive model, one outlet gets the story first. In the pre-brief model, selected journalists are briefed before the announcement. Either way, the release is then email-serviced to wider media and posted to a newswire if budgeted.
More in the event PR FAQDo 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 FAQWhere has Susan von Seggern placed coverage?
Through lead service monitoring alone, she has placed coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life, among many other outlets. According to the 2017 CONTACT in the DESERT release, coverage of a sighting at the 2016 event appeared in the Daily Express and on Coast to Coast AM.
More in the event PR FAQCan a publicist guarantee press coverage?
No honest publicist guarantees coverage, because editors decide what runs. A publicist controls the story, the targeting, the timing and the follow-up. Susan von Seggern relies on sustained outreach and daily lead service monitoring to create as many qualified chances for coverage as possible.
More in the event PR FAQPlanning 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.