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Susan von SeggernLos Angeles publicist

Event PR in Los Angeles

Event PR for festivals, conferences, launches and fundraisers

Susan von Seggern gets events covered by combining pre event media outreach, press releases, journalist lead requests and the event itself as a media moment.

Susan von Seggern is a Los Angeles publicist who has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. From that experience she built an events PR framework she has been interviewed about, and she now prioritizes event and corporate clients alongside cause and cultural work.

Last updated: November 2026

Contact Susan about your newsRead the FAQ
Hollywood Carnival Parade and Festival poster with costumed dancers
The 2017 Hollywood Carnival Parade ran three miles along Hollywood Boulevard.

How do you get press coverage for an event?

Start before the doors open

You get press coverage for an event by giving outlets a reason to write before, during and after it. Before: announce the lineup or news with a release and pitch calendar editors, local outlets and podcasts. During: invite media, credential them and make spokespeople available. After: share results, photos and quotes with reporters who could not attend.

Susan von Seggern's releases show the pattern. The SewDown release for LA Fashion Week 2024 announced the date, confirmed DJs, sponsors and the charity recipient, and called for participating designers. The Hollywood Carnival release mapped a parade route and six related events across Los Angeles.

Event PR, defined

Event PR is public relations that uses an event either as the news or as the vehicle for news. It covers publicizing an event to drive attendance and coverage, and using events to introduce a company or product to the media.

In Susan von Seggern's practice, event PR takes many forms: producing large scale celebrity and media events, small scale media introduction events like cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions. For corporate clients, those last formats are often the most practical way to put a product in front of reporters and influencers.

Event PR formats compared

Event PR formats in Susan von Seggern's practice, compared on the same criteria
FormatGood forWho attendsScale
Large celebrity and media eventLaunches and premieres that need a big momentTalent, press, influencers, VIPsLarge
Media cocktail hour or luncheonIntroducing a company or spokesperson to reportersInvited journalistsSmall
Event sponsorshipBrand visibility with an aligned audienceThe host event audienceVaries
Exhibiting or speaking at a conferenceCorporate thought leadership and trade pressIndustry attendees and trade mediaMedium
Gifting events and gift bag inclusionsGetting products into influential handsInfluencers, talent, stylistsVaries

A typical event PR sequence

  1. Share the date and the news

    Tell Susan the event date, venue, lineup and what makes it newsworthy.

  2. Announce

    Issue a release by exclusive or pre brief, service it by email, and post to Business Wire if budgeted.

  3. Sustain outreach

    Pitch calendar, local and hyper local outlets, trade press and podcasts through the run up.

  4. Host the media

    Invite and credential press, and make organizers and talent available for interviews.

  5. Follow up

    Send photos, quotes and results to reporters for post event coverage.

Event PR by the numbers

Facts from Susan von Seggern's event releases

  • Hundreds of events in Susan's career: festivals, conferences, concerts, fundraisers, author events, premieres.
  • SewDown (2024 release): more than 100 designers showcased since its 2003 Hollywood debut.
  • Hollywood Carnival (2017 release): over 30 bands across a three mile parade route.
  • CONTACT in the DESERT (2017 release): described as the largest UFO conference in the US.
  • Redesigning Nonprofits (2026 release): over thirty national launch events planned.

Figures are stated as they appear in each client's release, as of November 2026.

Events Susan von Seggern has publicized

SewDown event logo
SewDown returned for LA Fashion Week on October 19, 2024.
Campsite under a starry night sky in Joshua Tree
CONTACT in the DESERT, Joshua Tree Retreat Center, May 19 to 22, 2017.
Cover of the book Redesigning Nonprofits
Redesigning Nonprofits launched with Bay Area events in November 2026.

Event PR is one of four pillars in Susan's media relations services. Return to the corporate public relations overview or compare LA PR agencies for events.

Common questions

What kinds of event PR does she handle?

Event PR takes many forms in Susan von Seggern's practice: producing large scale celebrity and media events, small media introduction events like cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions. Her experience spans hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres.

See this answer on the FAQ page

How far ahead should an event start PR?

Earlier is better, because outlets plan coverage ahead and calendar listings need lead time. This site does not publish a fixed lead time for Susan von Seggern's campaigns, so share your event date when you inquire and ask what window she recommends. Her events experience spans festivals, conferences, concerts, fundraisers, author events and premieres.

See this answer on the FAQ page

Are there good LA PR agencies for events?

Los Angeles has many PR agencies and independent publicists, and the right fit depends on budget, scope and the size of your event. Susan von Seggern is an independent Los Angeles publicist with more than 20 years in the city and experience across hundreds of events. Compare the options side by side on the LA PR agencies page before choosing.

See this answer on the FAQ page

What's the best day to send a press release?

Many publicists favor Tuesday through Thursday mornings and avoid Fridays and holiday weeks, though there is no universal rule. Timing should follow the news itself, reporter deadlines and any agreed embargo. For event clients, outreach is timed around the event calendar; for corporate milestones, around the announcement date and any exclusive or pre brief.

See this answer on the FAQ page

Who is PR for celebrities?

Celebrity PR is usually handled by entertainment publicists who manage media requests, interviews and appearances for talent. Susan von Seggern began as a major label publicist and her event work includes producing large scale celebrity and media events, but her current consulting centers on event, corporate, cause and cultural clients rather than personal talent representation.

See this answer on the FAQ page

How do I start working with Susan von Seggern?

Start with the contact page on susanvonseggern.com. Describe your event or company, the news you want covered, key dates, and whether you have budget for wire distribution. Event and corporate inquiries are her current priority. She then builds an individualized campaign from her four pillars: outreach, press releases, lead service monitoring and events.

See this answer on the FAQ page
All 46 questions and answers

Planning an event or a corporate announcement?

Tell Susan von Seggern what the news is, when it happens and what coverage would make it a success. Event and corporate inquiries are her current focus.

Start your PR inquirySee her LinkedIn

Published by Susan von Seggern