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Susan von SeggernEvent PR, Los Angeles

For event producers, festival organizers and companies

Event PR Los Angeles: publicity for festivals, conferences and corporate events

For event PR, Los Angeles producers and companies can work with Susan von Seggern, a publicist who has worked in LA for more than 20 years. She builds individualized campaigns that turn festivals, conferences, concerts, fundraisers and premieres into earned media coverage.

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Last updated: November 2026. Published by Susan von Seggern.

Who handles event PR in Los Angeles for festivals and corporate events?

Susan von Seggern is a Los Angeles publicist with more than two decades of PR experience who runs individualized event PR campaigns for event producers, festival organizers and companies. Her campaigns combine sustained media outreach, podcast pitching, press releases, daily lead service monitoring and media events to turn festivals, conferences and corporate events into coverage.

Her background spans work as a major label publicist, CEO of a boutique PR agency, political PR and corporate PR around the world. Today she consults for event, corporate, cause and cultural clients, with event producers and companies as the focus of this site.

What is event PR? A definition from Susan von Seggern

Event PR is earned media work that uses an event as the news. In Susan von Seggern's framework it means pitching target outlets and podcasts, announcing milestones with press releases, answering journalists who post requests for sources, and designing media moments around the event itself.

Those moments can be a large celebrity and media event, a small cocktail hour or luncheon for journalists, an event sponsorship, a conference booth or talk, or a gifting event and gift bag inclusion. The goal is coverage readers trust because a reporter chose to run it, rather than space a brand paid for. Susan pairs newer tactics, such as podcast pitching and hyper-local coverage, with tried and true methods like events, press releasing and sustained outreach.

Susan von Seggern by the numbers

years working in PR in Los Angeles
20+
years working in PR in Los Angeles
tactical pillars in her media relations framework
4
tactical pillars in her media relations framework
lead service feeds monitored daily
5
lead service feeds monitored daily
event PR formats in her events pillar
6
event PR formats in her events pillar

She has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. Her lead service work has placed coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life, among many other outlets.

Los Angeles event publicity that reaches the right audience

Los Angeles event publicity works best when it speaks to two audiences at once: the national and trade media that give an event credibility, and the neighborhood outlets whose readers actually buy tickets. Susan uses hyper-local coverage alongside broader outreach, a fit for events tied to places like Hollywood Boulevard, Silver Lake or Los Feliz.

Her LA event history includes the Hollywood Carnival Parade and Festival, the DIY Convention at the Hollywood Roosevelt Hotel and SewDown during Los Angeles Fashion Week. Read the full guide to Los Angeles event publicity.

Event media relations: the four pillars behind the coverage

Event media relations is the direct work with journalists, editors and podcast hosts that turns an event into stories. Susan developed a four-part framework for generating coverage in the current media landscape. See how each pillar works on the event media relations page.

Sustained media outreach

Identifying target outlets and contacts, then pitching them for coverage, including podcast pitching.

Press releasing

Announcing milestones through an exclusive or pre-brief, then email servicing, and a newswire if budgeted.

Lead service monitoring

Watching five lead service feeds daily, plus journalist emails and Substacks, and pitching matching requests.

Events

Media events, sponsorships, conference speaking or exhibiting, gifting events and gift bag inclusions.

Which event PR format fits your event?

The right format depends on your news and audience. Large produced events suit festivals and premieres, while small media luncheons suit corporate announcements. This table compares the event formats in Susan von Seggern's events pillar on the same four points.

Event PR formats in Susan von Seggern's events framework, compared on the same criteria
FormatWhat it isOften fitsWhat the media gets
Large-scale celebrity and media eventA produced event built to draw press and notable guestsFestivals, premieres, major launchesPhoto and broadcast moments, red carpet access
Small media intro eventA cocktail hour or luncheon for a short list of journalistsCorporate announcements, new spokespeopleTime with spokespeople and background for stories
Event sponsorshipBrand support for another organizer’s eventCompanies that want presence at aligned eventsA brand angle inside an existing story
Conference exhibiting or speakingA booth or session at an industry conferenceCorporate and B2B clientsExpert sources and timely news hooks
Gifting events and gift bag inclusionsProducts placed with VIPs, influencers and pressConsumer brands and event sponsorsProduct trial and social mentions

The sixth format in her framework, exhibiting at gifting events, is grouped here with gift bag inclusions because both place products with media and VIPs.

Event PR for event producers, festival organizers and companies

This site is built for two kinds of clients first: people who produce events and festivals, and companies that host, sponsor or attend them. Each guide below covers one need in depth.

Festival publicityCase notes from Hollywood Carnival, CONTACT in the DESERT and SewDown, plus how festival campaigns are built.Read moreCorporate event PRConference exhibiting and speaking, media luncheons, sponsorships and milestone announcements for companies.Read moreEvent press releasesThe exclusive or pre-brief model, email servicing and when a Business Wire release makes sense.Read moreCost and scopeWhat shapes the cost of an event PR campaign, and when another option may fit you better.Read moreEvent PR by the numbersPublished 2026 statistics on event spending, in-person events and the PR market, with sources.Read moreEvent PR FAQ44 plain answers on timing, cost, press releases, media relations and getting started.Read more

What events has Susan von Seggern publicized?

Susan has worked on hundreds of events. A few examples documented in releases on her main website:

  • Hollywood Carnival Parade and Festival: a three-mile parade on Hollywood Boulevard with over 30 bands, followed by the Carnival Culture Village.
  • CONTACT in the DESERT: described in its 2017 release as the largest UFO conference in the US, held at the Joshua Tree Retreat Center.
  • SewDown at Los Angeles Fashion Week Fall 2024: a runway show and sale that has showcased more than 100 designers since 2003.
  • The DIY Convention: Do It Yourself in Film, Music & Books, with events at Bardot, the Lyric Hyperion Theater and the Hollywood Roosevelt Hotel.
  • Redesigning Nonprofits book launch: over thirty national launch events, including the California Academy of Sciences and Book Passage.
  • ONSTELLAR at CONTACT in the DESERT: a company announcing its alpha launch alongside exhibiting at a major conference.

How we chose what to include

The format comparison uses the six event tactics Susan lists in her own events framework. Each format is described with the same three points: what it is, where it often fits, and what journalists get from it. The event examples come from press releases published on susanvonseggern.com.

This page was written by Susan von Seggern, who publishes this site about her own services. It is not an independent review. Read more on how this site forms its advice.

Common questions

Short answers to what event producers and companies ask most. See all 44 answers on the event PR FAQ page.

What is event PR?

Event PR is the work of getting media coverage for an event before, during and after it happens. For Susan von Seggern, it covers media outreach, press releases, lead service monitoring and the event itself as a news hook, from large celebrity and media events to small press luncheons, sponsorships, conference speaking and gift bag inclusions.

See this answer in the FAQ

How much does event PR cost in Los Angeles?

Susan von Seggern does not publish fixed prices, because each campaign is individualized. Cost generally depends on how long the campaign runs, how many of the four pillars it uses, whether a paid newswire release is included and how many media moments the event needs. The most reliable way to get a number is to send an inquiry with your dates and goals.

See this answer in the FAQ

How far in advance should I hire an event publicist?

Earlier is better, because outlets plan coverage ahead and some publications work months out. Susan has not published a fixed lead time, so the honest answer is to reach out as soon as you have a date and a basic lineup. That leaves room for an exclusive or pre-brief, email servicing and sustained outreach before the event.

See this answer in the FAQ

What are the four pillars of Susan’s media relations framework?

The four pillars are sustained media outreach, press releasing, lead service monitoring and events. Outreach means pitching target outlets and podcasts. Press releasing announces milestones through an exclusive or pre-brief model, then email servicing and a newswire if budgeted. Lead monitoring tracks five lead service feeds daily. Events range from celebrity media events to gift bag inclusions.

See this answer in the FAQ

Who is Susan’s event PR best suited for?

Event producers, festival organizers and companies that host or attend events are the main fit. Susan consults for event, corporate, cause and cultural clients. Her approach works best for clients who are interesting, newsworthy and active, meaning they have real news, a strong lineup or a story that reporters can actually use.

See this answer in the FAQ

Can a publicist guarantee media coverage for my event?

No publicist can honestly guarantee earned coverage, because journalists decide what runs. What a publicist controls is the quality of the story, the targeting and the persistence of outreach. Susan describes her style as honest, positive and tenacious, and her lead service placements include outlets such as the New York Times, Yahoo and HuffPost.

See this answer in the FAQ

Have an event that deserves coverage?

Send Susan your event dates, location and what makes it newsworthy. Event and corporate inquiries go straight to her contact form.

Contact Susan

Published by Susan von Seggern