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Corporate PR

Corporate PR campaigns for company milestones

Last updated: November 2026. Published by Susan von Seggern.

A corporate PR campaign from Susan von Seggern announces a company's significant milestones to the media and keeps the story going with sustained outreach, podcast pitching and expert placements.

Susan's career includes globe-trotting corporate PR and years as CEO of a boutique PR agency. Corporate clients are one of the two client types she is prioritizing now, alongside event clients.

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What does a corporate PR campaign include?

A corporate PR campaign includes milestone announcements, media outreach and ongoing visibility for company leaders. Susan von Seggern announces news through an exclusive or pre-brief, services the release by email, posts to Business Wire if budgeted, then pitches podcasts and answers journalist lead requests daily.

Corporate PR, card by card

Definition

Corporate PR, defined

Corporate PR is public relations for a company rather than a single product or event. It covers launches, new services, partnerships, funding, research and leadership visibility. The aim is earned coverage that explains what the company does and why it matters, in outlets its customers, partners and investors read.

In Susan von Seggern's practice, corporate PR uses all four pillars of her framework. Press releasing handles the milestones, sustained outreach and podcast pitching build depth, lead service monitoring places executives as expert sources, and events such as conference talks put leaders in front of peers.

Numbers

Corporate work at a glance, as of November 2026

  • 20+ years in PR, including globe-trotting corporate PR.
  • 5 lead service feeds monitored daily for expert-source requests.
  • Lead service placements include Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life.
  • 1 annual Business Wire deal that significantly saves clients money versus one-off wire releases.
  • Portfolio includes a green home development, Rock Row, that sold out in 5 weeks.

Corporate announcements and the tactics that fit them

Corporate announcement types in a Susan von Seggern campaign, judged on the same tactics
AnnouncementLead tacticSupporting tacticsExample from her published releases
New service or productExclusive or pre-brief releaseEmail servicing, newswire if budgeted, podcast pitchingA tech talent company launching an AI transformation service (October 2026)
Pre-launch buzzSustained media outreachLead service monitoring, trade outletsIceWind pre-product buzz campaign
Deployment or partnershipPress releaseExpert commentary, hyper-local and trade pitchingA wind power startup deploying a turbine near the Arctic Circle (2020)
Crowdfunding or investmentSustained media outreachReleases at milestones, podcast pitchingGeoship equity crowdfunding campaign
Programming or content newsMonthly press releasesEmail servicing to entertainment mediaA Korean streaming service announcing December content (2022)

How a corporate campaign runs

Procedure

From milestone to sustained visibility

  1. Map the milestones

    List the announcements coming in the next months and the spokespeople for each.

  2. Choose the release model

    Offer an exclusive to one outlet or pre-brief selected journalists before the news is public.

  3. Service and distribute

    Email the release to targeted media and post to Business Wire if it is budgeted.

  4. Build depth

    Pitch podcasts and feature angles so leaders can explain the news at length.

  5. Stay available

    Answer matching lead service requests daily to place executives as expert sources.

Startups can scope smaller: one well-timed announcement with targeted outreach and lead monitoring is a common starting point. Pricing models are explained on PR agency packages and pricing.

Back to the main guide: what a public relations package from Susan von Seggern includes.

Common questions

Does Susan handle corporate PR?

Yes. Her career includes globe-trotting corporate PR, and her current consulting covers corporate clients. Recent press releases on her website include a tech talent company announcing an AI transformation service and a wind power startup deploying a turbine near the Arctic Circle. Corporate work typically centers on milestone announcements and sustained outreach.

See this answer in the full FAQ

Can a startup afford PR?

Often yes, if the scope is focused. A startup might begin with one well-timed announcement, targeted outreach and lead service monitoring rather than a long retainer. Susan's portfolio includes a pre-product buzz campaign for IceWind and an equity crowdfunding campaign for Geoship. Raise your budget early so the campaign is built to fit it.

See this answer in the full FAQ

What is the exclusive or pre-brief model for press releases?

Instead of sending news to everyone at once, a publicist offers it first to one outlet as an exclusive, or briefs selected journalists before the news goes public. Susan uses either model to announce significant milestones, then follows with email servicing to wider media and, if budgeted, posting the release to a newswire.

See this answer in the full FAQ

What is podcast pitching?

Podcast pitching means booking a client as a guest on shows whose audience matches their expertise. It is one of the newer tactics Susan pairs with established methods. For corporate leaders and event organizers, a podcast interview offers a long-form conversation that lets them explain their work in more depth than a short article.

See this answer in the full FAQ

Does a newswire release cost extra?

Yes, wire distribution is a separate cost used only when it is budgeted. Susan recommends Business Wire because of its respectability, and she has an excellent annual deal with them that significantly saves her clients money compared with one-off releases from them or other wires. Email servicing to targeted media is part of her release process.

See this answer in the full FAQ

Should I hire a PR agency or an independent publicist?

An agency fits when you need a large team, many markets at once or several services under one roof. An independent publicist fits when you want an experienced person running your account directly. Susan von Seggern was CEO of a boutique PR agency before returning to consulting, so she has worked both ways.

See this answer in the full FAQ
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Have company news coming up?

Tell Susan what you are announcing and when. She will suggest how to roll it out to the media.

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