Openings and launches
Opening and launch PR gets a new venue, collection, book or product noticed by timing the announcement, inviting the right media and reaching nearby audiences.
Susan von Seggern publicizes openings and launch events with a mix of announcement releases, media intro events and hyper-local coverage. Her archive includes SewDown’s return for LA Fashion Week Fall 2024, multi-city book launch events for Redesigning Nonprofits, and a green home development, Rock Row, listed in her portfolio as sold out in five weeks.
Last updated November 2026 · Published by Susan von Seggern
Give them a reason and a deadline: something new, a date, and access. Announce early enough for long-lead outlets, invite local press and influencers, and offer interviews with the founder, designer or author.
Hyper-local coverage matters most for openings, because nearby readers are the people who will walk through the door.
A launch event marks the public debut of something: a venue, a fashion line, a book, a product or a program. The publicity goal is to turn that debut into coverage that lasts beyond the night.
Formats vary. A fashion show and sale, a bookstore reading, a media luncheon and a celebrity opening all count, and each calls for a different press list.
Examples published on Susan von Seggern’s main website.
Fashion show and sale on October 19, 2024, with runway lines, DJs, visual artists and a charity recipient. Since 2003, it has showcased more than 100 designers.
Wiley book launch with over thirty national events, including Book Passage in Corte Madera and the California Academy of Sciences, November 2026.
Green home development listed in her portfolio as sold out in five weeks.
Three things separate covered launches from quiet ones.
New is the strongest hook. Lead with what has never been available or seen before.
Neighborhood outlets and newsletters reach the people who can attend and buy.
Interviews, previews and gift bag inclusions give media and influencers something to share.
Announce the date and call for participants or partners if needed.
Release names, sponsors and the charity partner as they are confirmed.
Target local, trade and lifestyle media plus relevant podcasts.
Share photos and results, then pitch follow-up features.
Short answers to the questions organizers ask most. The full list lives on the FAQ page.
Hyper-local coverage means placing stories in outlets that serve one city, neighborhood or community, such as local news sites and newsletters. For events, local outlets often drive attendance because their readers can actually go. Susan von Seggern uses hyper-local coverage alongside podcast pitching and established PR tactics.
More in the event PR FAQOften, if the scope fits the budget. A smaller campaign might focus on targeted outreach and email-serviced releases without a paid wire, or on hyper-local outlets that reach people who can actually attend. Share your budget range early so the plan is built to match it.
More in the event PR FAQYes. Author events are part of her event experience. Her website includes launch events for Redesigning Nonprofits at Book Passage in Corte Madera and the California Academy of Sciences in San Francisco, and the audiobook release of Touring and Mental Health: The Music Industry Manual.
More in the event PR FAQPrepare the basics: date, location, expected attendance, confirmed talent or speakers, sponsors, any charity partner, photos and logos, and the one reason the event is news. Also note deadlines, such as an early-bird ticket date, that coverage needs to support.
More in the event PR FAQEarlier is better, because long-lead outlets and many podcasts book weeks or months ahead. As a general rule, start as soon as the date, venue and headline names are confirmed. A publicist can tell you which outlets are still realistic for your specific timeline once they see your details.
More in the event PR FAQYes. Photos, attendance figures, outcomes and quotes can support recap stories, and the coverage you earn can feed future sponsor decks and announcements. Sustained media outreach also keeps the organizer or brand in the news between events.
More in the event PR FAQTell Susan von Seggern the date, venue and what makes it news. Event and corporate inquiries go straight to her contact form.
