Save the date and call for participation
SewDown's 2024 release booked runway lines, visual artists and vendors while announcing confirmed DJs, giving both media and participants a reason to engage early.
Festival publicity
Festival publicity for organizers in Los Angeles and beyond
Last updated: November 2026. Published by Susan von Seggern.
How do festival organizers get media coverage?
Festival organizers get media coverage by announcing in stages, pitching each new lineup milestone, and giving press a reason and a way to attend. Susan von Seggern has publicized festivals, conferences and multi-day events such as the Hollywood Carnival Parade and Festival and CONTACT in the DESERT, using sustained outreach, staged press releases and on-site media moments.
Festival case notes from Susan von Seggern's releases
Each row uses facts stated in a press release published on susanvonseggern.com. They show how different festivals handed reporters a story.
| Festival | Where and when | Program | The news hook in the release |
|---|---|---|---|
| Hollywood Carnival Parade and Festival | Hollywood Boulevard, June 24, 2017 (6th year) | Three-mile parade with over 30 bands, Carnival Culture Village, six more events June 22 to 25 | Headliners including Machel Montano; free parade for all ages |
| CONTACT in the DESERT | Joshua Tree Retreat Center, May 19 to 22, 2017 (5th year) | Multi-track conference, panels, film screenings, more than 30 workshops | A 2016 UFO sighting by around 100 attendees, covered by the Daily Express and Coast to Coast AM |
| SewDown at LA Fashion Week | Los Angeles, October 19, 2024 | Runway show and sale, DJs, art installations, live painting, VJs | Return of a show that ran during LA Fashion Week from 2003 to 2014; call for participation |
| DIY Convention | Hollywood and Silver Lake, March 6 and 7, 2015 (14th year) | Music showcase luncheon, film festival screening, free panels | A theme aimed at mature creators: For Mature Audiences Only |
Why do festivals announce in stages?
Every announcement is a new chance for coverage. Susan's festival releases show a pattern organizers can reuse: open with a save the date or call for participation, follow with headliners and speakers, then share schedules, ticket details and side events as the date nears.
Lineup and speakers
CONTACT in the DESERT named returning and new speakers, from authors to a former Alaska senator, turning a lineup into a story.
Schedule and side events
Hollywood Carnival detailed a full weekend, from a Thursday welcome party to the Saturday parade, so outlets could cover more than one moment.
Are in-person festivals and events still growing?
Published 2026 research points that way. NextGen Event Co reports that 86.4% of event organizers plan to maintain or increase the number of in-person events in 2026 compared to last year. See more on the event PR by the numbers page, or return to the main guide on event PR in Los Angeles.
How we chose what to include
The festivals in the table are events Susan von Seggern publicized and documented in press releases on her main website. Each is described with the same four kinds of facts, taken from its release: location and date, program, and the lead news hook. No outcome figures are shown because none were supplied.
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.
Can a festival organizer hire Susan for a single festival?
A single festival is a natural fit for an individualized campaign. Susan has publicized festivals such as the Hollywood Carnival Parade and Festival on Hollywood Boulevard and multi-day events like CONTACT in the DESERT in Joshua Tree. Reach out with your dates, lineup and goals to discuss what a campaign for your festival would include.
See this answer in the FAQWhat types of events does Susan von Seggern publicize?
Susan has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. Campaigns shown on her website include the Hollywood Carnival Parade and Festival, the CONTACT in the DESERT UFO conference, SewDown during Los Angeles Fashion Week, the DIY Convention in Hollywood and national book launch events.
See this answer in the FAQHow 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 FAQDo I need a dedicated press area at my event?
For most events with invited media, yes. A defined press check-in or area gives journalists, photographers and podcasters a place to collect credentials, do interviews and get clean shots. It also makes it easier to track who attended. Discuss media logistics with your publicist early so the venue plan includes space and timing for press.
See this answer in the FAQWhat happens after the event is over?
Post-event PR can extend coverage. Photos, notable moments and outcomes can feed follow-up pitches and future announcements. For example, a 2017 release on Susan’s site opened with a UFO sighting by around 100 attendees at the prior year’s CONTACT in the DESERT, which had been covered by the Daily Express and Coast to Coast AM.
See this answer in the FAQMy event is soon. Is it too late for PR?
Not always. Short timelines rule out long-lead magazines, but online outlets, local media, podcasts and lead service requests can still move quickly. A focused plan with one strong announcement and targeted email servicing is often realistic. Reach out as soon as possible with your date so the options can be assessed honestly.
See this answer in the FAQOrganizing a festival?
Send Susan your event dates, location and what makes it newsworthy. Event and corporate inquiries go straight to her contact form.