Large-scale celebrity and media events
Produced events built to draw press, talent and influencers, such as premieres and red carpets.
Event PR
Event PR for conferences, festivals, launches and media nights
Event PR from Susan von Seggern uses events to generate media coverage, from large celebrity and media events to small media luncheons.
Susan von Seggern has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres, and built an events PR framework from that experience. For corporate clients, events also include sponsorships, exhibiting or speaking at conferences, gifting events and gift bag inclusions.
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How do you get press coverage for an event?
You get event coverage by announcing early with concrete details, giving media a reason to attend, and pitching both before and after the date. Susan’s event releases follow that pattern: the SewDown announcement went out September 12, 2024 for an October 19 show, naming confirmed DJs, sponsors and the charity recipient.
Hyper-local outlets matter especially for events, because they reach the people most likely to attend. Event listings, community press and podcasts complement national outreach.
The forms event PR can take
Small media introduction events
Cocktail hours or luncheons that introduce a company or product to a handful of journalists.
Conferences, sponsorships and gifting
Sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events and gift bag inclusions.
Los Angeles events in Susan’s work
An event PR timeline
Set the date and the story
Confirm the date, venue, talent, sponsors and the reason the event is news.
Announce early
Send a save-the-date or call for participation as soon as key facts are confirmed.
Pitch and invite media
Target outlets, podcasts and hyper-local press, and handle media credentials.
Follow up after
Share results, photos and quotes with journalists who could not attend.
Part of the corporate PR services overview from Susan von Seggern.
Common questions
What kinds of event PR do you handle?
Event PR can take many forms: producing large-scale celebrity and media events, small media introduction events such as cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions. Susan von Seggern has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres.
What Los Angeles area events has Susan publicized?
Examples on her website include SewDown, the community powered show and sale for Los Angeles Fashion Week on October 19, 2024; the Hollywood Carnival Parade and Festival on Hollywood Boulevard; the DIY Convention at the Hollywood Roosevelt Hotel; and CONTACT in the DESERT in Joshua Tree, described in its release as the largest UFO conference in the US.
How far ahead should we start PR for a launch or event?
Earlier is better, because pitching, pre-briefs and press lists take time and many outlets plan coverage in advance. Susan von Seggern’s event releases show the pattern: the SewDown announcement went out September 12, 2024 for an October 19 show. Contact her as soon as you have a date, even if details are still forming.
What is hyper-local coverage and why does it matter?
Hyper-local coverage comes from outlets focused on one city, neighborhood or community. For events and companies with a physical presence, these outlets often reach the people most likely to attend, buy or apply. Susan von Seggern uses hyper-local coverage alongside national pitching, which matters as newsrooms shrink: OBA PR reports 40% fewer reporters covering more beats.
What should I prepare before hiring a publicist?
Bring a clear statement of the news, the date it becomes public, your audience and who can speak for the company. Background such as leadership bios, product details, photos and past coverage helps. For events, include the date, venue and any confirmed talent or sponsors, as the SewDown and Hollywood Carnival releases on Susan’s website show.
Which PR tactics should we start with?
Start with the tactic that matches what you have. A dated milestone calls for a press release. An expert leader suits lead-service monitoring and podcast pitching. A gathering suits event PR. Ongoing visibility needs sustained media outreach. Susan von Seggern combines these four pillars into one individualized campaign for each client.