About
Susan von Seggern
Susan von Seggern is one of the most well known and well liked publicists in Los Angeles. In LA for more than 20 years, her work as a major label publicist, CEO of a boutique PR agency, time spent in political PR, her globe-trotting exploits in corporate PR, and her return to consulting for events, corporate, cause, and cultural clients have exposed countless journalists and influencers to Susan’s honest, positive and tenacious PR style.
Honing her PR strategies during over two decades in PR, Susan knows that she can take her interesting, news worthy and active clients to new highs of media coverage, creating strategies that employ the latest PR tactics such as podcast pitching and hyper-local coverage with tried and true methods including events, press releasing and sustained media outreach.
For details on Susan’s career, please go to her LinkedIn profile.
MEDIA RELATIONS FRAMEWORK
Through her decades of PR work, Susan has always kept up with the latest trends and methodologies in PR. This has led her to develop a four-part framework for generating media coverage in the current media landscape. These four tactical pillars are:
- 1. Sustained media outreach – identifying target outlets/contacts and pitching for coverage, including podcast pitching
- 2. Press releasing – announcing significant milestones to the media via either an exclusive or pre-brief model, followed by email servicing, and posting releases to a newswire, if budgeted. For wire releasing Susan recommends Business Wire because of its respectability. She has excellent annual deal with them, that significantly saves her clients money, vs one off releases with them or other wires.
- 3. Lead service monitoring – by monitoring five lead service feeds daily, plus emails and Substacks from journalists looking for leads directly, Susan can find and pitch contacts who have expressed interest in areas that match her client’s expertise. This often leads to great coverage. Susan has place lead service coverage in Good Housekeeping, Yahoo, the New York Times, Huff Post, Best Life and in many other outlets.
- 4. Events – Event PR can take many forms – including producing large-scale celeb/media events, small scale media intro events like cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, or exhibiting at gifting events, or gift bag inclusions.
EVENT PR FRAMEWORK
Through decades of PR and hundreds of events, including festivals, conferences, concerts, fundraisers, author events, premieres, and more, Susan has developed a successful events PR framework. She was interviewed about her events framework here. The basic calendar for her event PR framework is:
2-6 months before – announce the event with as much detail and as widely as possible to start building buzz and to get any more extended lead coverage going.
Four weeks before – write and email service a more detailed release to local events and vertical media to remind them.
Three weeks before – engage in individual pitching of media contacts for preview coverage of the event.
Two weeks before – individual follow-up with media contacts for preview coverage. Susan will often use a different outreach method – social if she emailed, email if she called, etc.
One week before – do a media alert if it’s an event, especially if TV might like to cover. A media alert is done in a who/what/when/where/why style, not a regular press release. She’ll usually use the approved copy from the press release, though. Email service the release to TV and photo agency assignment desks, and any other media contacts you want to remind of the event. Alternatively, do another round of follow-ups inviting media to cover the event.
For private events, you might only have a few media people you want to sit in the event, so invite them early. Start this process with the media alert a week before for red carpet events.
Capabilities
For information on the Los Angeles VIP Management Service please go here.
Susan von Seggern uses her two decades of PR experience and extensive network of service providers to craft individualized PR campaigns for her clients. Some of the tactics she uses to build her clients’ profiles in the media include:
Communications Consulting:
- Communications Strategy Development
- Message Development
- Media Training
- Political Communications Development
- Philanthropic Strategy and Communications Development
- Speaking Opportunity Development
- Branded Content Development
- Crisis Communications
Image Building:
- Branding
- Visual Style Development
- Photo Image Development
- Video Image Development
- Brand Integration
- Influencer Seeding
Copy Writing:
- Bios
- About Documents
- Press Releases
- Website Copy
- Blog Posts
- Tweets and other social media copy
Multi-Media Materials Development:
- Photos
- Videos
- Press Kits
- Online Media Rooms
- Blogs
- Websites
Media Outreach and Placement:
- International Media
- National Media – Online, Print, Television, Syndicated Radio, Podcasts
- Local/Regional Media – Online, Print, Television, Local Radio
- Blogs
Online and Social Media:
- Facebook Presence Management
- Instagram Presence Management
- Twitter Presence Management
- LinkedIn Presence Management
- Hyper Local Campaigns
- Contesting
- Lead Service Monitoring
Events:
- Event Conceptualization
- Event Planning
- Sponsorship Outreach
- Event Production
- Invitation Design
- Invitation Process and RSVP Management
- Attendance Development – Pre-Event PR and Social Media Management
- Talent Relations
- Red Carpet Management
- On Site Media Management
Case Studies
Clients
Current and Recent Clients (since 2008)
- Adam Bauer
- Alex Dawson
- Angel City Jazz Festival
- Artivist Film Festival
- Beatles Story
- Ben is Dead
- Bhakti Fest
- Bitcoin Association
- Blank & Jones
- Casparian Marketing Communications
- Child of Giants
- Chinese Five Elements Oracle
- Clark Hulings Fund
- CoinGeek Conference
- Conscious Living TV
- Contact in the Desert
- Contact Summit
- Dancefloor Thunderstorm
- Digital Family Reunion
- DisclosureFest
- DIY Convention
- Dr. Fossum’s Pet Care
- Dubspot
- Emily and the Strangers
- Free Agent Source
- Fusicology
- Gambling.com
- Geoship
- Global LA
- Haunted Ground
- Hollywood Carnival
- IceWind
- IZZY
- Iggy Pop: Live In Basel Film
- Jackson Galaxy
- Jai Uttal
- Jazz Bakery
- Jeep Show
- Jordan Winery
- Kill the Messenger
- KOCOWA
- Lafayette Afro Rock Band
- Laurie Rosenwald
- Leigh de Vries
- Liberty Hill
- Lynn Kelley
- Makai Worldwide
- Manika Kaur
- Mantra Americana
- Mantra – Sounds Into Silence
- Mark Pesce
- Marrakesh House
- Marty & Elayne 35th Anniversary
- Modus Cooperandi
- Natty Brooker Prints
- NextAid
- Not in our Town
- Oregon Celtic Festival
- Presenting AfroClassical Composers
- Publisher’s Clearing House
- Raw Living Expo
- Rhino Records Pop Up Store
- Rock Row
- Screenwriting Expo
- South Wind Motel
- Spark
- The Dark & The Wounded
- The Great Courses
- The Prime Ministers
- The Simulated Multiverse
- The Title Trackers
- The World Stage
- Théâtre Raymond Kabbaz
- Tia’s Bakery
- Tigran Hamasyan
- TrustaBit
- Unabomber Poker
- Valley Performing Arts Center
- Veronica De La Cruz
- Wells Bring Hope
- Women of the Green Generation
- Xeriscape Records
- Yoga-urt
- Yoga Gives Back
- ACLU
- Angelique Kidjo
- Apache Indian
- Astralwerks
- Beenie Man
- Best Buy
- Bill Laswell
- BMG Classics
- Bodog Entertainment
- Bomb the Bass
- Bush’s Brain
- Capitol Records
- CB4
- CD Baby
- Club MTV Tour
- Da Vinci Code Decoded DVD
- Def Jam Records
- Doug E Fresh
- Douglas Rushkoff
- Drug Policy Alliance
- Elton John
- Fab 5 Freddy
- Freestyle Fellowship
- General Motors
- Gravediggaz
- Higher Octave Music
- Ice Cube
- Island Records
- Juliana Hatfield
- Kerry/Edwards 04
- Kucinich for President 2004
- Live365.com
- London Records
- Luciano
- Mack 10
- Marijuana Policy Project
- Master P
- Maverick Records
- MC Lyte
- MC Solaar
- Melissa Etheridge
- Mercury Records
- Method Man
- Montell Jordan
- Moonshine Music
- Nettwerk Records
- Nightcrawlers
- Nike
- No Limit Records
- Om Records
- Orbital
- Pharaoh Sanders
- PJ Harvey
- Portishead
- Priority Records
- Public Enemy
- Rebirth of Cool
- ReDefeat Bush
- RedMan
- Rockers HiFi
- Rock the Vote
- Ronny Jordan
- Salif Keita
- Salt-N-Pepa
- Six Degrees Music
- Spy Magazine
- TheComicStore.com
- the cranberries
- The Disinformation Company
- The Orb
- The Source Magazine
- Thrive Music
- Tom Tom Club
- Tone Loc
- Toyota
- Tricky
- Westside Connection
- Wherehouse Music
- Wu-Tang Clan
- Yo Yo
- Zebrahead
Testimonials
What Susan's Clients Said
Some are born great,
some achieve greatness, and some hire public relations officers. -Daniel J. Boorstin
Press Releases
Love, Camera, Action Event at The Ripped Bodice: A Romantic Bookstore, May 21, with Noted Romance Author Erin La Rosa Interviewing Scribe Noël Stark
Culver City, CA – April 24, 2025 - Alcove Press/Penguin Random House author Noël Stark will be
Read MoreLove, Camera, Action: A Steamy Debut Novel That Turns Up the Heat Behind the Scenes of Hollywood Out Now Via Alcove/Penguin Random House
Los Angeles, CA – April 22, 2025 - Alcove Press is thrilled to announce the release of Noël Stark's
Read MoreLiminal Shade Releases ‘Disorder’—An Electronic Reimagining of Joy Division’s Classic
Los Angeles, CA – April 25, 2025—Liminal Shade presents 'Disorder', a post-punk/electronic cover of
Read MoreLove, Camera, Action Release Event at Village Well Books, April 21, with Bestselling Author Aimee Bender Interviewing Scribe Noël Stark
Culver City, CA – Alcove Press/Penguin Random House author Noël Stark will be interviewed by New
Read MoreSuzanne DeLaurentiis Productions and the Mendez National Institute of Transplantation Foundation Wrap Filming on Heart Full of Hope, a Holiday Feature Raising Awareness for Kidney Disease
Los Angeles, CA – April 10, 2025 - Suzanne DeLaurentiis Productions and the Mendez National
Read MoreLean Enterprise Institute Releases Managing on Purpose by Mark Reich at Lean Summit 2025, Tomorrow
Atlanta, GA – March 4, 2025—The Lean Enterprise Institute (LEI) is pleased to announce the release
Read MoreNext to doing the right thing,
the most important thing is let people know you are doing the right thing. -John D. Rockefeller