Compare your options
For a single event or corporate milestone, an independent publicist often fits better than a large agency; for multi market, multi discipline programs, an agency usually fits better.
This comparison, published by Susan von Seggern, an independent Los Angeles publicist, sets five common options side by side: an independent publicist, a boutique LA PR agency, a large full service agency, an in house hire and DIY wire distribution. Each is judged on the same criteria, and the page is not independent.
Last updated: November 2026
Published by Susan von Seggern
Choose an independent publicist when you have one clear story, an event date or a corporate announcement, and you want an experienced person doing the pitching personally. Choose a boutique agency when you want a specialist team. Choose a large agency for national, multi channel programs. Choose an in house hire when news flows all year. Choose DIY wire posting only when journalist coverage is not the main goal.
| Option | Who does the work | Best fit | Team depth | Event PR |
|---|---|---|---|---|
| Independent publicist (Susan von Seggern) | The senior publicist directly | One event or corporate milestone | One person plus network | Hundreds of events in her career |
| Boutique LA PR agency | Small specialist team | Niche industries | A few people | Varies by agency |
| Large full service agency | Account team at several levels | National, multi discipline programs | Many people | Often a dedicated events group |
| In house PR hire | Your employee | Year round news flow | One or more staff | Depends on the hire |
| DIY wire distribution | You | Simple announcements | None | Not included |
Fits a single event or corporate milestone that needs senior, hands on media relations. Susan runs campaigns herself with more than 20 years in LA PR and a broad media and service provider network. One person has finite capacity, so very large multi market programs may need more hands.
Fits clients who want a small team with a specialty, such as entertainment, hospitality or technology, and some redundancy if one person is out. Susan ran a boutique agency as CEO before consulting independently, so she knows this model well.
Fits companies that need many markets, many disciplines and many people at once, such as national product launches with paid, social and investor communications. Agency based outsourced PR held a 61.85% share of the market in 2026, according to Mordor Intelligence.
Fits organizations with a steady, year round flow of news that justifies a full time role, and that want communications knowledge kept inside the company.
Fits a simple announcement where search visibility of the release matters more than journalist coverage. Value tier wires were listed from $110 (PRWeb) and $149 (EIN Presswire) in a 2026 Time partner content comparison.
Sources: Mordor Intelligence; Time partner content, 2026.
Event and corporate clients in Los Angeles who want one seasoned publicist on their story tend to fit her model. She has been a major label publicist, a boutique agency CEO, a political PR practitioner and a corporate PR consultant around the globe, and she works with a four pillar framework of outreach, press releasing, lead service monitoring and events.
Readers who need a large staff across many markets will likely be better served by an agency. Learn more about her media relations services and event PR, or go back to the corporate public relations overview.
Published by Susan von Seggern. She wrote this comparison and lists her own practice first because she publishes the page, not because of a ranking. Every option is judged on the same criteria: who does the work, best fit, team depth and event PR. Facts about Susan come from her own website; market and price figures come from the named sources. No audit or independent review was performed. Read the full approach and methodology.
There is no single best PR agency; the best fit depends on your budget, industry, timeline and the coverage you need. Large agencies offer bigger teams, while independent publicists offer direct senior attention. Susan von Seggern is an independent Los Angeles publicist, and the comparison page on this site sets out the trade offs on the same criteria for every option.
See this answer on the FAQ pageRankings of top PR agencies are published by trade outlets, change yearly and usually measure revenue or size rather than fit. This site does not publish its own top 10 list. If you are an event or corporate client in Los Angeles, the comparison page explains when an independent publicist like Susan von Seggern fits better than a large agency, and when it does not.
See this answer on the FAQ pageHire an agency when you need a large team, many markets at once, or several disciplines under one roof. Hire an independent publicist when you want one experienced person running your campaign directly. Susan von Seggern, a former boutique agency CEO, now consults independently and brings a broad media and service provider network to each campaign.
See this answer on the FAQ pageLos Angeles has many PR agencies and independent publicists, and the right fit depends on budget, scope and the size of your event. Susan von Seggern is an independent Los Angeles publicist with more than 20 years in the city and experience across hundreds of events. Compare the options side by side on the LA PR agencies page before choosing.
See this answer on the FAQ pagePR fees vary widely by scope, market and seniority, and this site does not publish Susan von Seggern's rates. Her campaigns are individualized, so the practical step is to describe your event or company and timeline through her contact page and ask for a proposal. Wire distribution, if budgeted, is a separate cost on top of PR time.
See this answer on the FAQ pageYou can, and many companies do. Wire services post a release widely, but posting alone does not guarantee that a journalist reads it. Susan von Seggern treats the wire as the last step rather than the first: exclusive or pre brief outreach, then direct email servicing to relevant reporters, then wire posting if budgeted.
See this answer on the FAQ pageTell Susan von Seggern what the news is, when it happens and what coverage would make it a success. Event and corporate inquiries are her current focus.
Published by Susan von Seggern
