Compare your options

Independent publicist or PR agency?

Last updated: November 2026 · Published by Susan von Seggern

Choose an independent publicist like Susan von Seggern when you want a senior person running a focused campaign for an event, launch, or release, and choose a larger PR agency when you need a big team across many markets or services beyond media relations. Both are legitimate choices; scope decides.

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Should I hire an independent publicist or one of the LA PR agencies?

An independent publicist wins for defined campaigns where you want direct, senior attention and an established personal network: an event, a product launch, a book or album release.

An agency genuinely fits better when you need always-on coverage in several markets, social media and digital services, or a large team on call. An in-house hire fits constant year-round needs, and DIY can work for small announcements.

Comparison

Four ways to get PR, on the same five criteria

This comparison is published by Susan von Seggern. Agency and in-house details vary by organization.

Comparison of PR options, published by Susan von Seggern. Each option is described on the same five criteria using generally true descriptions; agency and in-house details vary by organization.
Criterion	Independent publicist (Susan von Seggern)	Boutique or full-service PR agency	In-house PR hire	Do-it-yourself PR
Who does the outreach	Susan von Seggern personally, drawing on more than two decades of PR experience	An agency team; seniority of the person on your account varies by firm	A staff member dedicated to your organization	You or your team
Media network	Broad media and service-provider network built in Los Angeles over 20+ years	Shared network across the agency	Built over time by the hire, or brought from past roles	Your own contacts
Scope	Media outreach, press releases, lead service monitoring, and event PR	Often broader, and may include social, digital, and crisis services	Whatever the role covers, often including internal communications	Limited to the time and skills available
Commitment	Individualized campaigns sized to your news	Commonly retainers or project scopes, depending on the firm	Ongoing salaried role	Your time
Best fit	Events, launches, and cultural releases that need focused senior attention	Multi-market or always-on programs that need a large team	Organizations with constant, year-round communications needs	Small announcements with a modest audience

Who should choose what

An honest guide to each option

When an independent publicist fits

Pick an independent publicist when your campaign has a clear center: an event date, a launch, a release, a fundraising push. You work directly with the person doing the outreach. Susan von Seggern, for example, brings more than two decades of PR experience, more than 20 years in Los Angeles, and a broad media and service-provider network. She builds individualized campaigns from four pillars: sustained outreach, press releases, lead service monitoring, and events. Her background also includes running a boutique PR agency, so she knows both models from the inside.

When a PR agency fits

A PR agency is the stronger choice when you need many hands at once: coverage across several cities or countries, continuous programs, or bundled services such as social media management, digital campaigns, or round-the-clock crisis support. Agencies are the majority model. According to Sprout Social, agency-based outsourced PR held 61.63% of the market, with that segment expected to expand at a 7.64% CAGR through 2031. When comparing LA PR agencies, ask who will actually work on your account day to day.

When an in-house hire fits

A salaried in-house PR person suits organizations with a constant flow of news, internal communications needs, and the budget for a permanent role. They learn your organization deeply. Many organizations pair an in-house team with an outside publicist for major moments, such as a flagship event or launch, to add media contacts and campaign experience without adding headcount.

When doing it yourself fits

DIY PR can work for small announcements with a modest audience: write a clear release, build a short list of relevant outlets, and pitch them personally. What is hard to replicate alone is an established network and the time to monitor journalist requests every day. If coverage matters to the success of an event or launch, outside help is usually worth pricing out.

How we chose

How this comparison was written

This page was written by Susan von Seggern, who publishes this website, and it is not independent. Each option is judged on the same five criteria: who does the outreach, media network, scope, commitment, and best fit. Facts about Susan von Seggern come from her own description of her practice. Descriptions of agencies, in-house roles, and DIY are general and do not refer to any specific firm. Market figures come from Sprout Social. Read the full approach and methodology.

Common questions

Should I hire a PR agency or an independent publicist?

Choose an independent publicist when you want a senior person handling your outreach directly on a focused campaign; choose a larger agency when you need a big team, many markets at once, or services beyond media relations. Susan von Seggern has run a boutique PR agency and now consults independently. See the comparison page for details.

More answers in the FAQ

How do I choose among LA PR agencies and publicists?

Compare LA PR agencies and publicists on the same points: who will actually do your outreach, relevant past campaigns in your field, how they get coverage, newswire options, and how pricing is structured. Ask each for examples similar to your event or launch. Susan von Seggern publishes her past releases on her main website for this reason.

More answers in the FAQ

Should I hire an in-house PR person instead?

An in-house hire suits organizations with constant, year-round communications needs and the budget for a salaried role. A consultant suits defined campaigns such as an event, launch, or release. Many organizations use both, with an outside publicist adding media contacts and campaign experience for big moments.

More answers in the FAQ

Can I do my own PR?

You can, especially for small announcements: write a clear release, build a list of relevant outlets, and pitch them personally. What is harder to replicate alone is an established media and service-provider network and daily lead monitoring. Susan von Seggern brings more than two decades of PR relationships to that work.

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Is a PR agent the same as a publicist?

Usually, yes. “PR agent” is an informal term people use for a publicist, someone who earns media coverage for a client. It is different from a talent or booking agent, who finds paid work. Susan von Seggern is a publicist and PR consultant focused on media coverage.

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How much does a publicist in Los Angeles cost?

This site does not publish prices, because Susan von Seggern builds individualized campaigns rather than fixed menus. Cost generally depends on scope: how many announcements you have, whether you need newswire distribution, whether events are involved, and how long outreach runs. Ask for a quote through her contact page with your goals and dates.

More answers in the FAQ

Read all 45 questions

Think an independent publicist fits?

Describe your event or launch and Susan will tell you plainly whether her approach suits it.

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