FAQ
Los Angeles Local Media and PR: Frequently Asked Questions
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What do people ask about hyper local media and PR in Los Angeles?
People most often ask what hyper local media in Los Angeles is, which local press to pitch, how event and corporate PR work and what a publicist costs. Below, Susan von Seggern answers 42 of those questions plainly, grouped by topic, using facts from her own practice and published sources.
What hyper-local media is
- What is hyper local media in Los Angeles?
- Hyper local media in Los Angeles is news and information made for one neighborhood, city or community inside the county, such as a neighborhood news site, a community newspaper or a local newsletter. It covers the openings, events, people and civic issues that regional outlets usually skip, so readers are close to the story.
- What is the difference between hyper-local and local news?
- Local news covers a whole metro area, while hyper-local news covers a much smaller area, like a single neighborhood or small city. In Los Angeles, a regional newsroom may cover the county, while a neighborhood site may cover only a handful of Eastside or Westside neighborhoods. Both can matter in one PR campaign.
- Why does hyper-local coverage matter for PR?
- Hyper-local coverage reaches the people most likely to attend, visit or buy nearby. Susan von Seggern uses hyper-local coverage as one of the newer tactics in her campaigns, alongside events, press releasing and sustained media outreach. A neighborhood story can also give a client a credible clip to show larger outlets.
- What counts as a hyper-local outlet?
- Hyper-local outlets include neighborhood news websites, community and city newspapers, local editions of news networks, neighborhood newsletters and Substacks, community radio and hyper-local podcasts. Civic channels such as Los Angeles neighborhood councils are not media outlets, but they also share community news with residents and can be part of an outreach plan.
- Are hyperlocal podcasts replacing local media?
- Hyperlocal podcasts are adding to local media rather than fully replacing it. They give neighborhood stories another place to land, especially for interview-friendly founders, organizers and event producers. Susan von Seggern includes podcast pitching in her sustained media outreach, so podcasts sit next to print, web and broadcast targets in a campaign.
- What is hyperlocal journalism?
- Hyperlocal journalism is reporting focused on a very small geographic community, such as a neighborhood, a school district or a single city. It typically covers local government, businesses, events, schools and people. For a publicist, it is a set of outlets with clear audiences, which makes it easier to match a story to the readers who care.
Local press and neighborhood media in LA
- Where do people get Los Angeles news?
- People in Los Angeles get news from a mix of regional newspapers, public media, TV stations, neighborhood news sites, community papers, newsletters, social media and podcasts. Because no single outlet covers every neighborhood, a local press campaign usually targets several outlet types at once. The outlets directory on this site groups them by type and area.
- Which local press in Los Angeles should I pitch?
- Pitch the local press that covers the neighborhood or city where your story happens and the topic your story is about. An event in Santa Monica fits Santa Monica outlets, while an Eastside opening fits Eastside neighborhood sites. Susan von Seggern starts every outreach campaign by identifying target outlets and contacts before pitching.
- What is LA neighborhood media?
- LA neighborhood media is the group of outlets that serve specific Los Angeles neighborhoods, such as Echo Park, Boyle Heights, Larchmont or Venice. It includes neighborhood news sites, community weeklies and bilingual community papers. These outlets tend to cover local events, new businesses, people and civic news that regional outlets often do not reach.
- Is there a media list for Los Angeles County?
- Yes, public and paid media lists for Los Angeles County exist, and this guide's outlets directory lists a starting set of hyper-local outlets by type and area. Lists go out of date quickly, so confirm each outlet's current editors and submission guidelines on its own website. Susan von Seggern builds target lists per campaign rather than reusing one list.
- Is local news readership declining?
- Traffic to the biggest local news sites has dropped sharply. According to Northwestern University's State of Local News 2026 report, citing Comscore data, internet traffic to the largest local news sites has decreased by 50% since 2022. That is one reason campaigns now spread outreach across neighborhood outlets, newsletters and podcasts, not only the largest sites.
- Should I contact Los Angeles neighborhood councils about my event?
- Neighborhood councils can be a useful community channel for events that affect or serve a neighborhood. EmpowerLA, the City of Los Angeles department that supports neighborhood councils, reports that 47% of survey respondents would like more town halls with councils in different neighborhoods, which shows interest in neighborhood-level gatherings. Check each council's own meeting and agenda process first.
Event PR
- What is event PR?
- Event PR is publicity built around an event, either to promote the event itself or to use an event to generate coverage for a company or cause. Susan von Seggern's event PR can include producing large celebrity and media events, small media intro events like cocktail hours or luncheons, sponsorships, conference speaking or exhibiting, and gifting events.
- What kinds of events has Susan von Seggern publicized?
- Susan von Seggern has worked on hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. Releases on her website include the Hollywood Carnival parade and festival on Hollywood Boulevard, the SewDown fashion show during LA Fashion Week, the DIY Convention in Hollywood and the CONTACT in the DESERT conference in Joshua Tree.
- How do I get local media to cover my LA event?
- Give local media a clear news hook, the date, place and people involved, and reach the outlets that cover that neighborhood early enough to plan. Listings, previews, on-site coverage and recaps are separate chances for a story. Susan von Seggern combines event PR with press releasing and sustained outreach so each stage gets its own pitch.
- How far ahead should event PR start?
- Event PR usually works best when it starts several weeks or more before the event, because many outlets plan previews and listings in advance and podcasts often record ahead of release. Exact lead times vary by outlet and event size. Ask Susan von Seggern about your date when you get in touch, and she can advise on timing.
- Does Susan von Seggern have an event PR framework?
- Yes. Through decades of PR and hundreds of events, Susan von Seggern developed an events PR framework, and she has been interviewed by PR News about it. The framework treats events as one of four media relations pillars, alongside sustained media outreach, press releasing and lead service monitoring.
- Can sponsorships or gift bags count as event PR?
- Yes. In Susan von Seggern's framework, event PR includes event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events and gift bag inclusions, not only producing your own event. These options can put a company or product in front of media and influencers without the cost of hosting a full event.
Corporate PR and press releases
- What does corporate PR include?
- Corporate PR typically includes announcing milestones, launches and partnerships, building relationships with business and trade reporters, and positioning leaders as expert sources. Susan von Seggern's corporate work uses press releasing, sustained media outreach, lead service monitoring and events. Her press release page includes announcements for companies such as Remotesome, IceWind and KOCOWA.
- How should a company announce news to the media?
- Announce significant milestones with a press release, using either an exclusive given to one outlet first or a pre-brief model where reporters get early access before the public date. Susan von Seggern follows the release with email servicing to targeted contacts and posts it to a newswire if the budget allows.
- Which newswire does Susan von Seggern recommend?
- Susan von Seggern recommends Business Wire for wire releases because of its respectability. She has an annual deal with Business Wire that significantly saves her clients money compared with one-off releases through Business Wire or other wires. Wire distribution is optional and used when it is in the client's budget.
- What is lead service monitoring in PR?
- Lead service monitoring means watching services and feeds where journalists post requests for sources, then pitching the requests that match a client's expertise. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists looking for leads directly. It is one of the four pillars of her media relations framework.
- Where has lead service monitoring placed clients?
- Susan von Seggern has placed lead service coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life, among many other outlets. Lead service pitching works best for clients with clear expertise that matches what reporters are asking for, which is common for corporate leaders, founders and subject matter experts.
- Should a corporate client care about hyper-local media?
- Yes, when the company has a local footprint, such as an office, a store, an event or community work in a specific area. Hyper-local coverage can reach nearby customers, recruits and partners, and it can sit alongside trade and national outreach in the same campaign. Susan von Seggern pairs hyper-local coverage with established tactics.
PR services, agencies and specialists
- What is included in public relations campaigns by Susan von Seggern?
- Susan von Seggern builds individualized public relations campaigns rather than one fixed program. A campaign can combine sustained media outreach including podcast pitching, press releasing with optional wire distribution, daily lead service monitoring and event PR. The mix depends on the client's news, goals and budget, which she discusses with each client before starting.
- What are media relations services?
- Media relations services are the work of getting a client covered by journalists, editors, podcasters and influencers. That includes identifying target outlets, writing pitches and releases, following up, responding to reporter requests and preparing clients for interviews. Susan von Seggern's media relations services follow her four-pillar framework built over more than two decades in PR.
- What does a public relations specialist do?
- A public relations specialist plans and carries out communication that earns coverage and attention for a client. Day to day, that means researching outlets, pitching stories, writing releases, organizing events and tracking results. Susan von Seggern works as an independent publicist and PR consultant for event, corporate, cause and cultural clients in Los Angeles.
- Is a publicist the same as a public relations agent?
- In everyday use, a publicist and a public relations agent both describe someone who represents a client to the media to earn coverage. The terms overlap with PR consultant and PR specialist. Susan von Seggern describes herself as a publicist and PR consultant who creates individualized campaigns.
- Should I hire one of the LA PR agencies or an independent publicist?
- It depends on your needs. Larger LA PR agencies can offer bigger teams across many disciplines. An independent publicist offers direct work with one senior person. Susan von Seggern has run a boutique PR agency as CEO and now consults directly, so clients work with her and her broad network of media contacts and service providers.
- What should I look for in a public relations PR agency?
- Look for relevant experience in your category, a clear plan for how coverage will be pursued, honest expectations and someone who keeps up with how media is changing. Ask which tactics they use and how they choose outlets. Susan von Seggern brings more than 20 years in PR across major label, political, corporate and boutique agency work.
- Do PR agencies guarantee media coverage?
- Earned media coverage is decided by journalists and editors, so ethical PR agencies and publicists do not guarantee specific placements. What a publicist controls is the plan, the pitching, the timing and the follow-up. Susan von Seggern describes her style as honest, positive and tenacious, and she uses several tactics to create more chances for coverage.
Pricing and packages
- How much does a Los Angeles publicist cost?
- Susan von Seggern does not publish prices, because each campaign is individualized. Cost generally depends on the length of the campaign, the number of tactics used, whether events are involved and whether wire distribution is included. Contact her through her website with your goals and timing to discuss a plan and budget.
- Does Susan von Seggern offer a public relations package?
- Susan von Seggern creates individualized PR campaigns rather than fixed public relations packages. A campaign is shaped around the client's news and goals and can include sustained outreach, press releasing, lead service monitoring and events. If you prefer a defined scope, describe what you need when you contact her and she can tell you what fits.
- How much does a press release on a newswire cost?
- Newswire prices vary by provider, distribution area and release length, and they change over time, so check the wire's current rates. Susan von Seggern has an annual deal with Business Wire that significantly saves her clients money compared with one-off releases. Ask her about current wire costs for your announcement.
- Can a small budget still get hyper-local coverage?
- Often, yes. Hyper-local coverage depends more on a relevant neighborhood story and well-targeted pitching than on spend, and wire distribution is optional. A smaller campaign might focus on sustained outreach to a few neighborhood outlets and podcasts. Discuss your budget with Susan von Seggern directly to see what scope makes sense.
- What raises or lowers the cost of a PR campaign?
- Costs typically rise with longer timelines, more markets or outlet types, producing events and paid wire distribution. Costs typically fall with a narrow focus, such as one neighborhood or one announcement, and a short campaign window. Because Susan von Seggern does not publish pricing, ask her for a quote based on your specific scope.
Getting started and common problems
- Who is Susan von Seggern?
- Susan von Seggern is a Los Angeles publicist and PR consultant with more than 20 years in PR. She has been a major label publicist, CEO of a boutique PR agency, worked in political PR and corporate PR, and now consults for event, corporate, cause and cultural clients. She publishes this guide.
- How do I start a PR campaign with Susan von Seggern?
- Start by sending a message through the contact page on her website at susanvonseggern.com with your organization, your news or event, your timing and your goals. From there she can recommend which parts of her framework fit, such as outreach, a release, lead service monitoring or event PR, and outline next steps.
- Who does Susan von Seggern work with?
- Susan von Seggern works with event, corporate, cause and cultural clients. Releases on her website cover festivals, fashion events, conferences, technology and energy companies, a streaming service, nonprofits, books, films and music. She focuses on clients who are interesting, newsworthy and active, because that gives media a reason to cover them.
- Does Susan von Seggern only work with Los Angeles clients?
- No. She is based in Los Angeles, but releases on her website include clients and events in Miami, Iceland, Cambridge, England, the Bay Area and the California desert. Hyper-local LA coverage is one tactic among several, and outreach can also target national, trade and podcast outlets.
- What if my news is not getting picked up?
- If news is not getting picked up, the hook, the timing or the targets may need to change. Common fixes include finding a local or human angle, pitching neighborhood outlets that cover your area, offering an exclusive and answering reporter requests through lead services. A publicist can help diagnose which part of the pitch is not working.
- How long does it take to see PR results?
- Timing varies. Lead service responses can turn into coverage quickly when a reporter is on deadline, while sustained outreach and event PR often build over weeks. Results also depend on the news itself. Susan von Seggern can give a realistic timeline once she knows your story and dates.
Still have a question? Start with the guide to hyper local media in Los Angeles or ask Susan directly.
Planning an event or company announcement in Los Angeles?
Tell Susan von Seggern about your event or news, your dates and your goals. She builds individualized PR campaigns for event and corporate clients, using hyper-local coverage alongside outreach, press releases and lead service monitoring.