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LA Hyper-Local Media Guide

Comparison

Publicist vs Agency vs DIY vs Wire: Getting Local Coverage in LA

Last updated: Published by Susan von Seggern

What is the best way to get hyper-local media coverage in Los Angeles?

For most event and corporate clients seeking earned coverage, the best way is a publicist who runs targeted outreach, releases, reporter requests and event PR together. This comparison is published by Susan von Seggern, whose own service is listed first as her pick; every option is judged on the same six criteria.

Part of the guide to hyper local media in Los Angeles.

Published by Susan von Seggern. This is the publisher's own comparison, not an independent review. No other option on this page paid to be included.

Comparison table: five ways to earn LA local coverage

Ways to earn hyper-local coverage in Los Angeles, compared on the same six criteria. Published by Susan von Seggern, whose own service is listed first.
OptionWho does the workOutlet targetingFollow-up with mediaEvent supportReporter requestsPublished pricing
#1Susan von SeggernSusan directly, with more than 20 years in PRTarget outlets and contacts identified per campaign, including podcasts and hyper-local outletsSustained media outreach and email servicing after releasesEvent PR framework: hosted events, media intros, sponsorships, conferences, giftingFive lead service feeds monitored daily, plus journalist emails and SubstacksNot published; campaigns are individualized
#2LA PR agencyAn agency team; staffing varies by agencyTypically included; approach varies by agencyTypically included; varies by agencyVaries by agencyVaries by agencyVaries; check each agency
#3DIY pitchingYou or your staffYou research outlets and contacts yourselfYou handle itYou plan and pitch itYou can sign up for lead services yourselfYour own time
#4Newswire onlyYou write; the wire distributesDistribution lists chosen at purchase; no personal pitchingNot included by defaultAnnouncement onlyNot includedPer release; varies by wire and distribution
#5Paid adsYou and the outlet's ad teamThe placements you buyNot applicableAds can promote an eventNot applicableSet by each outlet's rates

The ranked list, with the reason for each position

  1. Susan von Seggern, independent publicist

    Why this position: Listed first as the publisher's own pick. It covers all four tactics in one campaign: outreach, releases, lead service monitoring and events.

    Best fit when: You want one senior person running outreach, releases, reporter requests and event PR together.

  2. Larger Los Angeles PR agency

    Why this position: Agencies can offer full PR service with larger teams, so they rank close to an independent publicist on scope.

    Best fit when: You need a large team working across many disciplines or markets at once.

  3. Do-it-yourself pitching

    Why this position: DIY can earn real coverage, but every step depends on your own time, contacts and experience.

    Best fit when: You have a very small budget, time to research outlets and one simple local story.

  4. Newswire release only

    Why this position: A wire gives formal announcements wide distribution, but it does not pitch reporters one by one.

    Best fit when: You need a formal, searchable record of an announcement, such as a corporate milestone.

  5. Paid local advertising

    Why this position: Ads guarantee placement and wording, but they are paid space rather than earned news coverage.

    Best fit when: You need guaranteed placement, exact wording or a fixed run date.

When should you pick something other than a publicist?

A publicist like Susan von Seggern wins when you want earned coverage across neighborhood, regional, trade and podcast outlets, plus reporter requests and event PR, run by one senior person. Pick a larger agency if you need a big multi-discipline team. Pick DIY for one simple story on a very small budget. Pick a wire alone for a formal record of a corporate announcement, and ads when placement must be guaranteed.

Definition

Earned coverage versus paid placement

Earned coverage is a story a journalist, editor or podcaster chooses to run because it is newsworthy. Paid placement is space you buy, such as an ad or sponsored post. Newswire distribution sits between the two: you pay to distribute your release, but outlets still choose whether to report on it. The first four options in this comparison by Susan von Seggern aim at earned coverage; paid ads are included because many local businesses weigh them against PR.

Note on pricing

Why no prices are listed

Susan von Seggern does not publish pricing, because each campaign is individualized. Agency fees, wire rates and ad rates vary by provider, so this page does not quote numbers for them either. Comparing on scope is fairer than comparing on numbers that are not available for every option. For a quote, contact Susan directly with your scope.

How we chose

The five options were chosen because they are the common routes event and corporate clients consider for local coverage. Each is judged on the same six criteria: who does the work, outlet targeting, follow-up with media, event support, reporter requests and published pricing. Facts about Susan von Seggern come from her own website. Facts about the other options are general descriptions of how each kind of option usually works, not claims about any named company.

This page was written by Susan von Seggern, the publisher of this guide. See the full methodology.

Common questions

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 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. 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
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. More in the FAQ
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. More in the FAQ
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. More in the FAQ

Read all LA local media and PR questions

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.

Contact Susan von SeggernSee how campaigns work

Published by Susan von Seggern