Event PR in Los Angeles, with a hyper-local layer

What event PR means in Susan von Seggern's framework

Events are the fourth pillar of Susan's media relations framework, and they work in two directions. Sometimes the event is the client: a festival, a fashion show, a parade, or a conference that needs attendance and coverage. Sometimes the event is a tactic: a media luncheon, a sponsorship, or a conference talk that puts a company in front of reporters.

Her site lists the forms event PR can take: producing large-scale celebrity and media events, small media intro events like cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions. She was interviewed by PR News about her events framework.

Forms of event PR compared

LA event releases on Susan's website

These releases appear on susanvonseggern.com. They are listed here as examples of event work, not as claims about results beyond what each release states.

• SewDown, LA Fashion Week Fall 2024. A September 12 call for participation for an October 19 show and sale, presented by The HER Group, with confirmed DJs, sponsors including Paul Mitchell, and proceeds going to a homeless and families charity.
• Hollywood Carnival Parade and Festival. A parade from Hollywood Boulevard and Edgemont Street in Los Feliz, three miles to the Carnival Culture Village at Highland Avenue, plus six related events around LA.
• DIY Convention.A music showcase at Bardot, a film festival at Silver Lake's Lyric Hyperion Theater and Cafe, and free panels at the Hollywood Roosevelt Hotel.
• CONTACT in the DESERT. A UFO conference in Joshua Tree whose 2016 sighting reportage was covered in the Daily Express and Coast to Coast AM.

Notice the pattern: every release names streets, venues, and neighborhoods. That detail is what lets neighborhood press in Los Angeles recognize a story as local.

Event PR, step by step

1. 1.

   Announce early

   Calls for participation and save-the-dates reach outlets that plan weeks ahead.

2. 2.

   Name the place

   Streets, venues, and neighborhoods turn a citywide release into a local story.

3. 3.

   Pitch the lineup

   Speakers, performers, and sponsors give different outlets different hooks.

4. 4.

   Invite media to attend

   Credentials and photo access turn previews into coverage.

5. 5.

   Follow up after

   Results, photos, and next dates extend the life of the story.

Back to the main guide: hyper local PR in Los Angeles.

Event PR questions

Is hyper-local PR good for events?

Yes, events are a natural fit because they happen in a specific place on a specific date. Neighborhood outlets, community calendars, and local creators often want to tell nearby readers what is happening. Susan’s past event releases name streets, venues, and neighborhoods, such as a parade route from Los Feliz along Hollywood Boulevard to Highland Avenue.

What does event PR include?

In Susan’s framework, event PR can mean producing large-scale celebrity and media events, small media intro events like cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, or gift bag inclusions. She has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events, and premieres.

What kinds of events has Susan done PR for?

Over decades and hundreds of events, Susan has worked on festivals, conferences, concerts, fundraisers, author events, premieres, and more. Releases on her site include SewDown at LA Fashion Week, the Hollywood Carnival Parade and Festival, the DIY Convention in Hollywood, and CONTACT in the DESERT in Joshua Tree.

How far ahead should an event start PR?

Generally, the earlier the better, because many outlets plan coverage weeks or months ahead, while daily and digital outlets work on shorter timelines. Susan’s past releases show both patterns, such as a September 12 call for participation for an October 19 fashion show. Ask her about timing for your specific date.

Does Susan guarantee media coverage?

No publicist can honestly guarantee earned coverage, because journalists and editors decide what runs. Susan’s approach aims to improve the odds by combining sustained outreach, well-timed releases, daily lead service monitoring, and events, and by pitching angles that suit each outlet, including neighborhood-level angles for hyper-local press.

What should I prepare before hiring a publicist?

Have a clear news hook, key dates, a short description of your organization, spokesperson availability, photos or visuals, and any past coverage. For events, include venue, date, lineup, and ticket details. For corporate news, include the milestone, the numbers you can share publicly, and who can speak to the press.

Read all 44 questions on the FAQ page