Susan's frameworks
The four media relations pillars and the event formats come from how Susan describes her work on susanvonseggern.com.
Our approach
How this site forms its advice
Last updated: November 2026. Published by Susan von Seggern.
Where does the guidance on this site come from?
The guidance on this site comes from Susan von Seggern's own PR frameworks and documented event work, plus named published industry statistics. Susan von Seggern publishes the site about her own services, so it reflects her approach to event PR and is not an independent review, ranking or audit.
The three kinds of sources we use
Her published releases
Event and company examples, with their dates, venues and details, come from press releases on her main website.
Named industry research
Market statistics are quoted as published, with the source named and linked. They are never presented as Susan's own results.
The rules we follow when writing comparisons
- Every option in a comparison table is described on the same stated criteria.
- No prices are stated, because Susan does not publish fixed pricing.
- No testimonials, ratings or outcome numbers appear unless they were supplied and verifiable.
- Where another option may fit a reader better, we say so plainly.
- Pages show a visible Last updated date, refreshed only when the content changes.
Spotted something out of date?
Let Susan know through the contact form on her main website. Start with the main guide on event PR in Los Angeles or the full event PR FAQ.
Common questions
Short answers to what event producers and companies ask most. See all 44 answers on the event PR FAQ page.
Should I hire an independent publicist or a large PR agency for my event?
It depends on what you need. An independent consultant like Susan gives you direct access to the person doing the pitching and a campaign built around your event. A larger agency may suit you better if you need many people working across several cities at once. Ask who will actually handle your outreach before you decide.
See this answer in the FAQCan I do event PR myself instead of hiring a publicist?
You can, and some organizers do. The tradeoff is time and relationships. A publicist brings existing media contacts, knows how to frame a pitch and handles follow-up. Susan has more than two decades of PR experience and a broad media and service-provider network. If your team has the time and contacts, a DIY plan can cover the basics.
See this answer in the FAQCan 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 FAQHow do you know if event PR worked?
The clearest measure is earned coverage: articles, broadcast segments, podcast episodes and mentions that ran because of the campaign. Other signals include media attendance, interview requests and lead service placements. Agree on goals before outreach starts, such as target outlets or audiences, so results can be judged against what the campaign set out to do.
See this answer in the FAQWhich event PR tactic should I start with?
Start with the tactic that matches your news. If you have a clear announcement, a press release with an exclusive or pre-brief is a strong first move. If you have an expert spokesperson, lead service monitoring and podcast pitching can build coverage over time. If your event is highly visual, media invitations and photo moments come first.
See this answer in the FAQShould my company use its in-house communications team for event PR?
An in-house team knows your company best, so it is a strong option when it has time and media contacts. An outside consultant adds capacity around a busy event and brings an existing network. Susan’s experience spans major label, agency, political and corporate PR, which can complement an in-house team during a launch or conference.
See this answer in the FAQHave 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.