Event publicity
Event publicity for nonprofits and causes
Last updated:
Event publicity gets a fundraiser, festival, conference or launch announced, attended by press and covered before and after it happens.
Susan von Seggern has publicized hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres. From that work she built an events PR framework that scales from a celebrity red carpet down to a small media luncheon, so an organization can match its event publicity to its goals and budget.
How do you get press coverage for a nonprofit event?
Give the press a clear news angle, announce it early to the right contacts, and make it easy for them to attend or cover it. In Susan von Seggern's practice, event publicity combines a well-timed release, sustained outreach to targeted outlets and podcasts, and follow-up after the event.
Strong angles include a notable performer or speaker, a program the event funds, a sponsor with a community story, or a local tie that hyper-local outlets will care about.
On this page
What event PR covers
Definition: event PR in Susan von Seggern's framework
Event PR is publicity built around a live moment. In Susan von Seggern's framework it can take several forms: producing large-scale celebrity or media events, hosting small-scale media introduction events such as cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, and arranging gift bag inclusions.
That range matters for nonprofits. An organization does not need to produce a gala to benefit from events. Sponsoring a community festival, speaking at a conference or placing a product in a gift bag can put a cause in front of press and influencers for far less effort. She was interviewed about her events framework by PR News.
Examples of events she has publicized
| Event | When and where | Detail from the release |
|---|---|---|
| SewDown at LA Fashion Week | October 19, 2024, Los Angeles | Show and sale presented by The HER Group; all proceeds to the C.O.A.L.I.T.I.O.N for the Homeless and Families in Need |
| Hollywood Carnival Parade and Festival | June 24, 2017, Hollywood Boulevard | 6th year; over 30 bands on a three-mile parade route, free for all ages |
| CONTACT in the DESERT | May 19 to 22, 2017, Joshua Tree | 5th year; described in the release as the largest UFO conference in the US |
| DIY Convention: Film, Music and Books | March 6 and 7, 2015, Hollywood | 14th annual event, with a free panel schedule at the Hollywood Roosevelt Hotel |
| Redesigning Nonprofits book launch | November 2026, Bay Area and online | Over thirty national launch events, including an Association of Fundraising Professionals celebration |
SewDown is a useful model for cause events: the release promoted designers, DJs and sponsors (Paul Mitchell, Chic Studios and DNA Energy Drink) while naming a charity recipient for all proceeds.
Event publicity by the numbers
- events in Susan von Seggern's PR career
- 100s
- forms of event PR in her framework
- 6
- from the SewDown 2024 release (Sept 12) to the show (Oct 19)
- 5 weeks
- national launch events announced for Redesigning Nonprofits
- 30+
A typical event publicity sequence
Share the date and the angle
Send confirmed details, notable participants and who the event benefits as soon as they are set.Announce with a call for participation or save the date
SewDown 2024 opened with a call for runway lines, artists and vendors about five weeks out.Pitch targeted outlets and podcasts
Sustained outreach to the reporters, calendars and hosts who cover the event type and the cause.Add confirmed names and sponsors
New headliners, speakers and sponsors give fresh reasons to follow up with the press.Host press on the day, then follow up
Make it easy for media and influencers to attend, then share results and visuals afterwards.
Larger events chasing national coverage usually need a longer runway than five weeks. See costs and lead times for what changes the schedule.
Which form of event PR fits?
| Form | Relative effort | Best use |
|---|---|---|
| Large celebrity or media event | Highest | Flagship galas, premieres and festivals |
| Small media intro event | Moderate | Introducing a leader, program or product to key press |
| Event sponsorship | Moderate | Reaching an existing audience with a community story |
| Conference exhibit or talk | Moderate | Building expert credibility with a sector audience |
| Gifting event or gift bag | Lower | Getting a product in front of influencers |
Where event PR fits the bigger plan
Events are one of four pillars. Most event campaigns also lean on press releases and media relations. For the full picture, return to the nonprofit PR Los Angeles guide.
Common questions
- What is event PR?
- Event PR is publicity built around a live moment: announcing it, drawing press and influencers to attend, and generating coverage before, during and after. Susan von Seggern has worked hundreds of events, including festivals, conferences, concerts, fundraisers, author events and premieres, and has developed an events PR framework from that experience.
- What kinds of events does Susan von Seggern publicize?
- Her past work spans festivals, conferences, concerts, fundraisers, author events and premieres. Published examples include SewDown at LA Fashion Week Fall 2024, the Hollywood Carnival parade and festival on Hollywood Boulevard, the CONTACT in the DESERT conference in Joshua Tree, the DIY Convention in Hollywood, and launch events for the book Redesigning Nonprofits.
- Can a fundraiser or gala get press coverage?
- Yes, when it has a clear news angle such as a notable performer, a speaker, a program being funded or a community tie. SewDown 2024, for example, named the C.O.A.L.I.T.I.O.N for the Homeless and Families in Need as charity recipient of all proceeds, while promoting its confirmed DJs, sponsors and designers to the press.
- How far ahead should we start event publicity?
- Start as soon as you have confirmed details worth announcing. The SewDown release went out September 12, 2024 for an October 19 show, about five weeks ahead, as a call for participation and save the date. Larger events with national targets usually need longer, so share your date with Susan von Seggern as soon as it is set.
- What forms can event PR take?
- In Susan von Seggern's framework, event PR can mean producing large-scale celebrity or media events, hosting small media introduction events such as cocktail hours or luncheons, event sponsorships, exhibiting or speaking at conferences, exhibiting at gifting events, or arranging gift bag inclusions. Each form suits a different budget and goal.
- Should our nonprofit sponsor or speak at events instead of hosting one?
- Sometimes that is the smarter choice. Sponsorships, conference exhibits and speaking slots are all part of Susan von Seggern's event PR framework, and they let an organization reach an existing audience without producing a full event. Hosting suits organizations with a strong news hook; appearing at other events suits those building awareness on a smaller budget.