Frequently asked questions
Nonprofit PR FAQ
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These are 45 direct answers to the questions people ask before hiring a publicist for a nonprofit, cause, event or company.
Every answer comes from Susan von Seggern's published description of her Los Angeles PR practice or from sourced market figures. Where a detail depends on your project, such as price, the answer says so and explains how to confirm it. Questions are grouped into 8 topics, from what PR is to getting started.
What should I know before hiring a nonprofit publicist in Los Angeles?
Know your next milestone, your audience and your timeline. Susan von Seggern builds individualized campaigns from four pillars, sustained outreach, press releases, lead service monitoring and events, and quotes each one on scope rather than selling fixed packages.
Start with getting started, or jump to pricing.
On this page
What nonprofit and cause PR is
What is nonprofit PR?
Nonprofit PR is the work of earning media coverage and public attention for a charity, foundation or cause, rather than buying ads. Susan von Seggern does this through sustained media outreach, press releases, lead service monitoring and events, matching each campaign to the organization's news, audience and budget instead of using a fixed template.
What does a PR person do?
A PR person finds the newsworthy angles in an organization's work and gets them in front of journalists, podcasters and other influencers. In Susan von Seggern's practice that means identifying target outlets and contacts, pitching them, writing and servicing press releases, answering journalist lead requests, and building media attention around events.
What is cause PR?
Cause PR is publicity for a mission: a nonprofit, a campaign, a benefit event or a company program tied to a social issue. Susan von Seggern lists cause clients alongside event, corporate and cultural clients, and her past releases include campaigns for NextAid, And Then There Were Two, and the Sleep To Live Well Foundation.
What are the four types of PR?
Textbooks sort PR in different ways, so there is no single official list. Susan von Seggern organizes her media relations around four tactical pillars: sustained media outreach, press releasing, lead service monitoring, and events. Together they cover proactive pitching, formal announcements, reactive opportunities from journalists, and live moments the press can attend or cover.
What are some examples of PR activities?
Common PR activities include pitching story ideas to reporters, writing and distributing press releases, booking podcast interviews, hosting media events, and arranging sponsorships or conference appearances. Examples from Susan von Seggern include a call for participation for SewDown at LA Fashion Week, launch events for the book Redesigning Nonprofits, and a nonprofit partnership announcement for Sleep To Live Well.
What is a PR strategy?
A PR strategy is a plan for which stories you will tell, to which outlets and audiences, using which tactics, and when. Susan von Seggern builds individualized strategies that pair newer tactics such as podcast pitching and hyper-local coverage with established methods like events, press releases and sustained outreach, chosen to fit the client's news.
Pricing and budget
How much does nonprofit PR cost in Los Angeles?
Susan von Seggern does not publish fixed prices; each campaign is quoted on its scope. As a published market reference, UK charity PR agency Cause Communications lists a minimum retainer of £2,000 per month and one-off project fees from £3,000, both plus VAT. Those are UK agency figures, not Los Angeles prices, so ask for a quote based on your plans.
Is there a public relations package for nonprofits?
There is no published off-the-shelf package. Susan von Seggern describes her campaigns as individualized, built from her four pillars of outreach, press releases, lead service monitoring and events in whatever mix your news calls for. A launch might lean on a press release and wire distribution, while a fundraiser might lean on event publicity and local outreach.
What raises or lowers the cost of a PR campaign?
Scope drives cost. A campaign that uses all four pillars for several months costs more than a single announcement. Newswire distribution is an optional extra, used only if budgeted. A large celebrity or media event costs more to produce than a small cocktail hour or luncheon, and national reach usually takes more outreach than a hyper-local campaign.
Do I have to pay for a newswire?
No. Wire distribution is optional and used only if it fits the budget. When a client does want a wire release, Susan von Seggern recommends Business Wire for its respectability. She has an annual deal with Business Wire that she says significantly saves her clients money compared with one-off releases on Business Wire or other wires.
Can a small nonprofit afford a publicist?
Often, if the scope is focused. A small organization can start with one clear milestone, such as an anniversary, a new program or a benefit event, rather than a long engagement. Ask Susan von Seggern which single tactic would do the most for your news, then decide whether to add more. Exact pricing comes with a quote.
Do PR people get paid well?
Pay in PR varies widely by role, market, seniority and whether someone works on staff, at an agency or independently. This site does not publish salary figures because none were verified for it. For current national wage data, check the U.S. Bureau of Labor Statistics Occupational Outlook Handbook entry for public relations specialists, which is updated regularly.
How campaigns work
What is sustained media outreach?
Sustained media outreach is the steady work of identifying the right outlets and contacts and pitching them over time, rather than sending one blast. Susan von Seggern includes podcast pitching in this pillar, since a podcast can give a cause a long-form conversation that a short news item cannot. It is the backbone of most campaigns.
What is lead service monitoring?
Lead service monitoring means watching services where journalists post requests for sources, then pitching the requests that match a client. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists seeking leads directly. She has placed lead service coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost and Best Life, among other outlets.
How are press releases sent to the media?
Susan von Seggern announces significant milestones through either an exclusive or a pre-brief model, then follows with email servicing to targeted contacts. If the budget allows, the release is also posted to a newswire. This order gives one outlet or a small group a head start, then widens the news to everyone else.
What is the most widely used PR tool?
The press release is one of the most widely used PR tools, because it gives journalists a clear, quotable record of an announcement. It works best alongside direct pitching. Susan von Seggern pairs releases with email servicing and sustained outreach rather than relying on distribution alone, and uses a newswire only when it is budgeted.
What is hyper-local coverage?
Hyper-local coverage is media attention from outlets that serve a specific neighborhood, city or community. Susan von Seggern names it as one of the newer tactics in her campaigns. For a Los Angeles nonprofit or a neighborhood benefit, local outlets often reach exactly the donors, volunteers and attendees the organization needs most.
Does Susan von Seggern pitch podcasts?
Yes. Podcast pitching is part of her sustained media outreach pillar and one of the newer tactics she uses alongside established methods. Podcasts can suit cause clients well, because hosts often give guests time to explain a mission, a program or a book in depth, which a short news story rarely allows.
Can PR guarantee media coverage?
No honest publicist can guarantee coverage, because editors and producers decide what they run. What a publicist controls is the strength of the angle, the targeting and the persistence of the outreach. Susan von Seggern describes her style as honest, positive and tenacious, and her framework is designed to create many chances at coverage.
Event publicity
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.
Corporate clients and cause work
Does Susan von Seggern work with corporate clients?
Yes. Corporate clients are one of her four client groups, alongside event, cause and cultural clients, and her background includes globe-trotting corporate PR. Recent work includes the October 2026 launch announcement for Remotesome's AI Transformation service, and her portfolio includes case studies on Icewind's pre-product buzz campaign and Geoship's equity crowdfunding campaign.
How can a company publicize its cause or community work?
Tie the program to news: a partnership, a sponsorship, a donation milestone or an event. Susan von Seggern's event framework includes event sponsorships and gift bag inclusions, and her releases have announced partnerships such as the Sleep To Live Well Foundation naming Family Paths its first community partner. A specific story earns more coverage than general goodwill.
Can Susan von Seggern announce a nonprofit and corporate partnership?
Yes. Partnership announcements suit the press release pillar. A December 2025 release announced the Sleep To Live Well Foundation partnership with Family Paths, a Northern California family support organization serving its community for over 50 years, and tied the news to the release of a 64-page family guide to sleep wellness.
What is a public relations specialist?
A public relations specialist manages how an organization communicates with the media and the public, including pitches, releases, statements and events. Susan von Seggern works as an independent publicist and PR consultant, and her background spans major label publicity, leading a boutique PR agency as CEO, political PR and corporate PR.
Does Susan von Seggern handle crisis communications?
Crisis communications is not one of the four pillars in her published media relations framework, which focuses on generating coverage. If you face an urgent reputation issue, describe it in your inquiry and ask directly whether it fits her services, or look for a provider that specializes in crisis work.
Who it is for
Who is this kind of PR for?
It suits interesting, newsworthy and active organizations with something to announce: a benefit event, a book, a film, a partnership, a launch or a milestone. Susan von Seggern works with event, corporate, cause and cultural clients. Event and corporate inquiries are especially welcome, including companies whose news has a cause or community angle.
Does Susan von Seggern only work in Los Angeles?
She is based in Los Angeles and has worked there for more than 20 years, but her published releases reach well beyond it, with datelines in Miami, Tiburon, San Jose, Joshua Tree, Cambridge in England, and the Westfjords of Iceland. Los Angeles organizations also benefit from her local network and hyper-local tactics.
Is an independent publicist right for a new nonprofit?
It can be, especially if you have one clear story and want a senior person doing the work directly. A new organization should first make sure it has newsworthy material, such as a launch event, a founder story or a first partnership. Without real news, even strong outreach struggles to land coverage.
Can Susan von Seggern help with a book launch for a cause?
Yes. Author events are part of her event experience. Her October 2026 release for Redesigning Nonprofits by Tracy Gary, Kimberly Weichel and Shannon Kollasch (Wiley, $30) announced over thirty national launch events, including a Book Passage reading in Corte Madera and an Association of Fundraising Professionals celebration at the California Academy of Sciences.
Does Susan von Seggern work with documentaries and crowdfunding campaigns?
Yes. Her portfolio includes the MANTRA: Sounds Into Silence documentary crowdfunding and release campaigns and Geoship's equity crowdfunding campaign. A November 2021 release announced the documentary DETOX, which ran an Indiegogo campaign to help launch a conversation about digital wellness and technology addiction.
Compared to alternatives
Should a nonprofit hire a PR agency or an independent publicist?
It depends on scope. An agency can offer a larger team and more services under one roof. An independent publicist like Susan von Seggern offers direct, senior attention and a framework focused on media coverage. Choose an agency for broad, multi-channel programs; choose an independent publicist for focused campaigns and events where personal relationships matter.
What should I look for in LA PR agencies?
Look for relevant past work, a clear explanation of tactics, honesty about what cannot be guaranteed, and transparent scoping. Ask who will actually pitch your story. Compare at least two or three options on the same criteria. This site's comparison page sets out one set of criteria for independent publicists, agencies, in-house staff and volunteers.
Can our staff do PR in-house instead?
Yes, and many nonprofits do. In-house staff know the mission deeply, but PR often competes with fundraising and programs for their time. The Center for Effective Philanthropy's State of Nonprofits 2026 report found that 46% of nonprofit CEOs called their own burnout very much a concern in 2026, so weigh staff capacity honestly.
Is DIY or volunteer PR enough?
It can be for small, local news, such as community calendars and neighborhood outlets. It tends to fall short when you need sustained outreach, journalist relationships or national reach. A middle path is to handle routine updates yourself and bring in a publicist for major milestones such as a gala, a launch or a book release.
What is the difference between PR and advertising?
Advertising is paid placement you control; PR earns coverage that editors choose to run. A Richard Branson line quoted on Susan von Seggern's main website sums up her view: "A good PR story is infinitely more effective than a front page ad." Earned coverage carries third-party credibility that paid space cannot buy.
Getting started and common problems
How do I start working with Susan von Seggern?
Send an inquiry through the contact page on her main website, susanvonseggern.com. Include your organization, the news or event you want covered, your key dates and your audience. Event and corporate inquiries are especially welcome. She uses that information to suggest which of her four pillars fit your goals and timeline.
What should I prepare before contacting a publicist?
Have a short description of your news, key dates, any notable people involved, photos or other visuals, and a sense of budget, including whether newswire distribution is an option. If you have past coverage, gather the links. Clear materials help a publicist judge the strongest angle quickly and start outreach sooner.
What if our news is not that exciting?
Most organizations have more news than they think: a milestone, a new program, a partnership, a notable supporter, an event or a timely expert view. Lead service monitoring helps here, because journalists post requests for experts on specific topics, and a staff expert can answer them even without a big announcement.
Why did our last press release get no coverage?
Common reasons include a weak news angle, the wrong contacts, poor timing, or relying on distribution without follow-up. Susan von Seggern's method uses an exclusive or pre-brief first, then targeted email servicing, then optional wire posting, so a release is never simply dropped into a feed and forgotten.
Where can I see Susan von Seggern's past work?
Her main website, susanvonseggern.com, lists press releases and portfolio case studies, including Rock Row, a green home development that sold out in 5 weeks, and Unabomber Poker, which covered Phil Laak's Guinness World Record. Her LinkedIn profile has full details of her career.