Comparison | Published by Susan von Seggern
Public relations PR agency, independent publicist, or DIY?
For most event and corporate clients who want senior attention and an individualized campaign, an independent publicist is the better fit; a full-service agency suits large multi-market programs.
This comparison is published by Susan von Seggern, an independent Los Angeles publicist, and she lists herself first as her own pick. It is not independent. Every option below is judged on the same criteria: who does the work, which tactics are covered, and which clients each fits best.
Last updated: | Published by Susan von Seggern
Which is better, a PR agency or an independent publicist?
It depends on scale. An independent publicist wins when you want one experienced person doing the work, a campaign shaped around a specific event or announcement, and a direct line to the person pitching. An agency wins when you need many people at once: several markets, several disciplines, or round the clock coverage. DIY fits only when news is simple and you have time.
New to this? Start with the guide to what a public relations package includes.
Public relations PR agency options, ranked for event and corporate clients
Published by Susan von Seggern
Susan von Seggern, independent LA publicist
Publisher’s own pick
Listed first because she publishes this page. For event and corporate clients who want a senior person running the work directly, she offers more than two decades of PR experience, a four pillar framework, hundreds of events, and an annual Business Wire deal that saves clients money on wire releases. Fits less well when you need a large team across many markets at once.
Boutique PR agency
Small specialist team
A small agency, often focused on one industry such as travel, hospitality, or entertainment. Suits clients who want a team rather than one person, with a specialty that matches their field. Susan ran one as CEO before returning to consulting, so she knows the model well.
Full-service PR agency
Large multi-discipline team
A larger firm offering PR alongside social, creative, and other services across several markets. Suits organizations with big, multi-market programs and the budget for many specialists. Independent rankings, such as Newsweek’s annual list of America’s best PR agencies, cover this group.
DIY PR with a newswire
Do it yourself
You write and distribute your own releases and pitch reporters yourself. Suits simple local news, small budgets, and founders with time to build lists and follow up. It lacks existing media relationships, which is what outside help mainly adds.
How do the options compare side by side?
| Option | Who does the work | Media outreach and releases | Event PR | Best for |
|---|---|---|---|---|
| Susan von Seggern | Susan directly, with her media and service-provider network | Yes, plus daily lead service monitoring and a Business Wire deal | Yes, hundreds of events worked | Event and corporate clients wanting a senior, individualized campaign |
| Boutique PR agency | A small team | Yes, varies by agency | Varies by agency | Clients wanting a team with a matching industry specialty |
| Full-service PR agency | A large team of specialists | Yes, often with social and creative services | Often, varies by agency | Large, multi-market programs |
| DIY PR with a newswire | You | Yes, at your own pace and with your own contacts | Only what you organize | Simple local news and small budgets |
How do you choose among LA PR agencies?
Ask every option, including Susan, the same questions:
- Who will actually pitch my story day to day?
- Which past events or companies like mine have you publicized?
- Which tactics do you recommend for my news, and why?
- How do you handle press releases and newswire costs?
- What timeline do you need before my date?
For scale: Statista sized the worldwide PR market at more than $100 billion in 2022, as reported by Newsweek’s America’s Best Public Relations Agencies 2024. Sprout Social reports that agency-based outsourced PR held 61.63% of the market (Sprout Social).
How we chose
This page was written by Susan von Seggern, who publishes this site. Options were ordered by how well each fits an event or corporate client seeking earned media with senior attention. Each was judged on who does the work, the tactics covered, event PR support, and the clients it suits. No ratings or reviews were used, and no audit took place. Read the full approach.
Agency and publicist questions
Should I hire a PR agency or an independent publicist?
Choose a large agency if you need many staff across several markets and disciplines at once. Choose an independent publicist like Susan von Seggern if you want a senior person doing the work directly, with individualized campaigns and an established network. Susan has seen both sides: she was CEO of a boutique PR agency before returning to consulting.
What are the top 10 PR agencies?
Rankings vary by publisher and method. Newsweek, for example, publishes an annual list of America’s best public relations agencies. This site does not rank agencies. It explains how an independent Los Angeles publicist compares with agency and do it yourself options, so you can choose the model that fits your event or company.
How do LA PR agencies differ from publicists elsewhere?
LA PR agencies and publicists tend to work closely with entertainment, culture, and event media, because so much of that industry is based here. Susan’s LA background includes work as a major label publicist and on festivals, premieres, concerts, and fashion events. She pairs that with corporate and political PR experience outside entertainment.
Can I do PR myself instead of hiring someone?
You can, especially for simple local news. DIY PR suits small budgets and founders with time to build media lists and follow up. A publicist adds existing relationships, pitch judgment, daily lead service monitoring, and, in Susan’s case, discounted wire access. Many organizations start with DIY, then hire help for a launch, event, or campaign that needs more reach.
What is the difference between PR and advertising?
Advertising is paid space you control. PR earns coverage that an editor or producer chooses to run. Susan’s main website quotes Richard Branson’s view that a good PR story is infinitely more effective than a front page ad. PR results are less predictable than ads, so strategy and persistence matter.
What is a public relations specialist?
A public relations specialist plans and carries out communication that earns media attention for a person, brand, or organization. Duties include writing releases, pitching reporters, handling press requests, and running press events. Susan von Seggern works as a publicist and PR consultant, applying these skills for event, corporate, cause, and cultural clients from Los Angeles.
Planning an event or a company announcement?
Send Susan von Seggern your dates, your news, and your budget range. Event and corporate inquiries are a current priority, and every campaign is scoped individually.