Methodology
How the LA Hyper-Local Media Guide Is Made
Last updated: Published by Susan von Seggern
How are outlets and options chosen for this guide?
Outlets are chosen because they serve a clearly defined Los Angeles neighborhood, city or audience, and outreach options are compared on the same six criteria. Susan von Seggern, the publicist who publishes the LA Hyper-Local Media Guide, wrote this methodology and every page on the site.
How outlets are selected
An outlet is included in the directory when it covers a specific part of Los Angeles County or a citywide beat that event and corporate clients commonly pitch, and when its coverage area can be described from its own website. Each outlet is described with the same fields: type, coverage area and format. No outlet paid to be listed, and the guide does not rank outlets against each other.
The directory is a starting set, not a complete list. Outlets change, so readers should confirm editors and submission guidelines on each outlet's site.
How outreach options are compared
The comparison pagejudges five ways to earn local coverage on the same six criteria: who does the work, outlet targeting, follow-up with media, event support, reporter requests and published pricing. Susan von Seggern's service is listed first because she publishes this guide. Its position does not change the facts stated about it or about the other options.
How facts are stated
Facts about Susan von Seggern come from her own website and are presented as her own figures. Market statistics are quoted exactly as published and linked to their source, such as Northwestern University's State of Local News 2026 report. The guide does not publish testimonials, ratings or prices it cannot support. Pages show a last updated date, and that date changes only when content changes.
How we chose
Criteria: a defined coverage area or audience, relevance to event and corporate PR, and facts available from the outlet's or option's own public pages. This guide was written by Susan von Seggern, who publishes it. It is not an independent review, and no audit or third-party study was performed.
Common questions
- 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 Lists go out of date quickly, so confirm each outlet's current editors and submission guidelines on its own website.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. More in the FAQ
- 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. More in the FAQ
- 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. More in the FAQ
- 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. More in the FAQ
- 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. More in the FAQ
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.