Event PR

Event PR for festivals, conferences, premieres and fundraisers

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

Event PR is publicity built around a live moment, and Susan von Seggern plans it from the first announcement through event day using a framework developed over hundreds of events.

Her event work includes festivals, conferences, concerts, fundraisers, author events and premieres. Event clients are one of the two client types she is prioritizing now, alongside corporate clients.

Start an inquiry Forms of event PR

What does event PR include?

Event PR includes announcing the event, pitching media before it happens, managing press on the day and following up afterward. In Susan von Seggern's practice it can also mean producing celebrity and media events, small media luncheons, sponsorships, conference speaking or exhibiting, gifting events and gift bag inclusions.

Event PR, card by card

Definition

Event PR, defined

Event PR is the part of public relations that uses an event either as the news itself or as a stage for other news. For a festival or conference, the event is the story: dates, lineups, speakers and what attendees will experience. For a company or cause, an event is a tactic: a luncheon that introduces a founder to journalists, a conference talk, or products placed in a gift bag.

Susan von Seggern treats events as one of the four pillars of her media relations framework, so event publicity runs alongside sustained outreach, press releases and daily lead service monitoring rather than on its own.

Numbers

Event examples from her published releases, as of November 2026

Hundreds of events worked on over her career, across six named event types.
CONTACT in the DESERT: announced for its 5th year in 2017 and described in its release as the largest UFO conference in the US.
Hollywood Carnival: a parade of over 30 bands along three miles of Hollywood Boulevard.
SewDown: more than 100 designers showcased since its 2003 Hollywood debut, per its 2024 release.
DIY Convention: its 14th annual edition announced in 2015.

Forms of event PR, compared

Six forms of event PR in Susan von Seggern's framework
Form	What it is	Typical fit
Large-scale celebrity or media event	A produced event designed to attract press and notable guests.	Launches and premieres that need visible momentum.
Small media introduction event	A cocktail hour or luncheon where journalists meet the client.	Companies and causes building press relationships.
Event sponsorship	Putting a brand in front of an existing event audience.	Brands that want to reach a specific community.
Exhibiting or speaking at conferences	A booth or a talk at an industry gathering.	Corporate clients and experts with a message for peers.
Exhibiting at gifting events	Presenting products where talent and influencers attend.	Consumer products seeking influencer attention.
Gift bag inclusions	Placing products in bags given to event guests.	Products that photograph well or travel easily.

How an event PR campaign runs

Procedure

From announcement to follow-up

Set the key dates
Event date, ticket on-sale, lineup or speaker reveals and any deadlines for participants.
Announce
Issue a release through an exclusive or pre-brief, then email servicing and a newswire if budgeted.
Pitch steadily
Sustained outreach to trade, regional and hyper-local outlets, plus podcast pitching for speakers or organizers.
Watch for requests
Daily lead service monitoring for reporters writing about the event subject.
Host the press
Plan media access on the day, from credentials to interviews.
Follow up
Share results, photos and next dates so coverage continues after the event.

Hyper-local coverage matters most for events, because neighborhood outlets reach the people who can actually attend. Susan uses it alongside regional and national pitching.

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

Common questions

What does event PR include?

Event PR can take many forms: producing large-scale celebrity and media events, small media introduction events such as cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and gift bag inclusions. Susan also publicizes events that clients produce themselves, from first announcement through event day.

See this answer in the full FAQ

What kinds of events has Susan publicized?

Over decades she has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. Examples on her website include CONTACT in the DESERT, described in its release as the largest UFO conference in the US, the Hollywood Carnival parade and festival, the DIY Convention, and SewDown during Los Angeles Fashion Week.

See this answer in the full FAQ

What is hyper-local coverage?

Hyper-local coverage comes from neighborhood and community outlets that serve a specific area. For events in particular, local coverage reaches people who can actually attend. Susan uses hyper-local pitching alongside regional and national outreach, so an event or a local business announcement reaches nearby audiences as well as wider ones.

See this answer in the full FAQ

How long does a PR campaign take?

It depends on the goal. A single announcement can be built around one release date, while an event campaign usually runs from early announcements through the event and any follow-up. Ongoing corporate visibility suits sustained outreach over months. Susan sets the timeline with each client, so share your key dates when you reach out.

See this answer in the full FAQ

What does it mean when someone gets a PR package?

It means a brand sent them free products, usually hoping for a post, story or review. Gifting generally carries no guaranteed obligation unless there is a paid agreement. For businesses, placing products in event gift bags or exhibiting at gifting events is a related tactic that Susan uses within event PR.

See this answer in the full FAQ

Can PR guarantee media coverage?

No. Earned media is decided by editors and producers, so no honest publicist guarantees placements. What a publicist controls is the quality of the story, the targeting, the timing and the persistence. Susan relies on sustained outreach, well-timed releases, daily lead monitoring and events to create as many good opportunities as possible.

See this answer in the full FAQ

Read all 48 questions and answers

Have an event on the calendar?

Share the date, the audience and what makes it newsworthy. Susan will suggest how to publicize it.

Start an inquiry