Corporate event PR
Last updated: November 2026. Published by Susan von Seggern.
A company gets press from events by tying real news to a moment reporters can attend or cover, such as a conference talk, a booth, a media luncheon or a sponsorship. Susan von Seggern brings corporate PR experience, including globe-trotting corporate work and years as CEO of a boutique PR agency, to plan those moments and pitch them.
These four formats come from the events pillar of Susan von Seggern's media relations framework. Each pairs best with a press release and targeted outreach.
A booth or talk gives reporters a reason to meet your team. Time an announcement to the conference and pitch reporters covering it. ONSTELLAR, for example, announced its alpha launch alongside exhibiting at CONTACT in the DESERT.
A cocktail hour or luncheon for a short list of journalists introduces a new spokesperson, product or strategy, with time for real conversation.
Supporting an aligned event places your brand inside an existing story. SewDown's 2024 release, for instance, named Paul Mitchell, Chic Studios and DNA Energy Drink as sponsors.
For a major launch, a produced celebrity and media event creates broadcast and photo moments that smaller formats cannot.
Corporate releases on her main website span technology, energy and media. A few examples, described as each release stated:
Published research suggests many marketers think so. NextGen Event Co reports that B2B event marketing has the most significant share of the industry with 40%, and that nearly half (47%) of event marketers say in-person events have the highest ROI, citing Splash. Cvent reports that 61% of attendees say they are more inclined to purchase after attending a brand event.
These are industry figures, not results from Susan's campaigns. More sources are on the event PR by the numbers page. For the full picture, return to the main guide on event PR in Los Angeles.
Short answers to what event producers and companies ask most. See all 44 answers on the event PR FAQ page.
Yes. Corporate PR is part of her background, including globe-trotting corporate PR work and leading a boutique PR agency as CEO. Press releases on her site cover companies in AI talent, wind energy, streaming and blockchain. For corporate clients, event PR can mean conference exhibiting or speaking, media luncheons, sponsorships and milestone announcements.
See this answer in the FAQYes. Exhibiting or speaking at conferences is part of Susan’s events pillar. A company can announce news timed to the conference, pitch reporters attending it, and use a booth or session as the hook. One example on her site: ONSTELLAR announced it would exhibit at CONTACT in the DESERT, described in that release as the world’s largest UFO conference.
See this answer in the FAQYes. Event PR in Susan’s framework can mean producing a large celebrity and media event, or a small media introduction event such as a cocktail hour or luncheon. Smaller formats give journalists time with your spokespeople. Larger formats create visual moments for photographers and broadcast crews. The right format depends on your news and your budget.
See this answer in the FAQThey can. Susan’s events pillar includes event sponsorships, exhibiting at gifting events and gift bag inclusions as ways to put a brand in front of media, influencers and VIPs. These tactics work best when tied to a clear story, so they are usually planned alongside outreach and a press release rather than on their own.
See this answer in the FAQAn 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 FAQIt 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 FAQSend Susan your event dates, location and what makes it newsworthy. Event and corporate inquiries go straight to her contact form.
Published by Susan von Seggern
