You need production
If staging, exhibits or brand activations are the main need, a production or experiential company is the right first hire. A publicist can be added for press.
Comparison guide
Event publicist vs PR agency vs production company in LA
An independent event publicist suits organizers who mainly want press coverage and a senior contact; agencies, production companies and in-house hires fit other needs.
This guide is published by Susan von Seggern, an independent Los Angeles event publicist, and lists her own practice first as the publisher’s pick. It is not independent. All four options are described on the same criteria (focus, who does the work, pricing and best fit) using facts from each type’s own public pages or published job data.
Last updated November 2026 · Published by Susan von Seggern
Which is better for event PR in LA, a publicist or a PR agency?
Choose an independent publicist like Susan von Seggern when earned media is the goal and you want one experienced person on your account. Choose an integrated agency when you also want influencer, affiliate or digital programs under one contract.
Choose a production company if you need the event itself designed and built, and consider an in-house hire if you run events year-round.
Event PR options compared
Published by Susan von Seggern. Every row uses the same four criteria.
| Option | Main focus | Who does the work | Pricing information | Best fit |
|---|---|---|---|---|
| Susan von Seggern, independent publicist | Earned media: outreach, releases, lead monitoring, events | Susan directly; 20+ years of PR | Individualized quote; not published | Event and corporate clients who want coverage and a senior contact |
| Integrated LA PR agency | PR plus influencer, affiliate and digital growth | Agency team | Varies by agency | Brands wanting several marketing services in one contract |
| Event production company | Event environments, exhibits, activations, media production | Production staff | Varies by project | Organizers who need the event designed and built |
| In-house hire | Assigned by employer | An employee | CA median $19.84/hr for PR event planning jobs (ZipRecruiter) | Organizations running events year-round |
The ranked list, with reasons
Order reflects the publisher’s own pick first. Each entry gets the same kinds of facts.
Susan von Seggern, independent LA event publicist
Listed first as the publisher’s own pick. Focus: earned media through sustained outreach, press releases, daily lead service monitoring and events. Who does the work: Susan directly, with 20+ years of PR experience. Pricing: individualized quote, not published.
Integrated Los Angeles PR agency
Focus: public relations alongside services such as influencer marketing, affiliate PR and digital growth, as some LA agencies describe on their own sites. Who does the work: an agency team. Pricing: varies by agency. One such agency, Public Haus, states that most clients see initial coverage or influencer traction within the first 30 days.
Event production or experiential company
Focus: building the event itself, such as event environments, displays and exhibits, brand activations and creative media production. Who does the work: production staff. Pricing: varies by project. Volo Events, for example, states it replies to inquiries within 48 hours.
In-house event PR hire
Focus: whatever the employer assigns, often split with event planning. Who does the work: an employee. Pricing: ZipRecruiter reports a California median of $19.84 per hour for PR event planning jobs, with most earning $16.15 to $25.38.
Sources for other options: Public Haus, Volo Events, ZipRecruiter.
When an alternative fits better
You want many channels
If influencer, affiliate and digital growth matter as much as press, an integrated agency covers more ground under one contract.
You run events constantly
If you produce events every week, an in-house hire may be more economical, with a consultant brought in for major launches.
How we chose
Published by Susan von Seggern. This comparison was written by Susan von Seggern, who publishes this site and is one of the options listed. It is not an independent review, and no audit or survey was conducted.
Each option is judged on the same four criteria: main focus, who does the work, pricing information and best fit. Facts about other options come only from their own public pages or published job data, linked above. No option is described by its weaknesses. Read the full methodology.
Common questions
Short answers to the questions organizers ask most. The full list lives on the FAQ page.
Should I hire an independent publicist or one of the LA PR agencies?
It depends on what you need. An independent publicist like Susan von Seggern gives you direct access to a senior practitioner with more than 20 years of experience. Larger LA PR agencies often add service lines such as influencer marketing, affiliate PR and digital growth. Either way, ask who will actually do your work.
More in the event PR FAQIs a public relations PR agency better than a freelance publicist?
Neither is automatically better. Agencies offer more staff and service lines, while an independent publicist offers direct senior attention and often a more flexible scope. Susan von Seggern ran a boutique PR agency as CEO before returning to consulting, so she has worked on both sides.
More in the event PR FAQHow is a publicist different from an event production company?
A publicist earns media coverage, while an event production company builds the event, including environments, displays, exhibits and activations. Many events need both. Susan von Seggern’s broad service-provider network can help connect clients with vendors, but her service is PR, not production.
More in the event PR FAQIs hiring in-house cheaper than a PR consultant?
It depends on how often you run events. ZipRecruiter reports a $19.84 median hourly wage for public relations event planning jobs in California. A full-time hire adds salary and overhead year-round, while a consultant is engaged per campaign and arrives with an existing media and vendor network.
More in the event PR FAQHow do I pick the best PR agencies for events?
Look for documented event experience, named outlets where coverage was placed, a clear explanation of tactics and direct access to the person doing the work. Susan von Seggern publishes her media relations framework, event PR framework and past press releases on her main website so you can review them.
More in the event PR FAQWho should choose a different kind of firm?
If you need a company to design and build the event itself, such as staging, exhibits and production, an event production or experiential company fits better. If you want paid social, influencer and affiliate programs under one roof, a larger integrated agency may suit you. Susan von Seggern focuses on earned media.
More in the event PR FAQPlanning an event in Los Angeles?
Tell Susan von Seggern the date, venue and what makes it news. Event and corporate inquiries go straight to her contact form.