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Susan von SeggernArts and event PR, Los Angeles

Corporate PR

Corporate PR for launches, milestones, and founders worth quoting.

Last updated: November 2026

Susan von Seggern provides corporate PR for companies with launches, milestones, and expertise worth covering, using sustained media outreach, press releases, journalist lead monitoring, and events. Her background includes globe-trotting corporate PR and leading a boutique PR agency, and she pairs podcast pitching with established tactics.

Discuss your launch

How can a company get media coverage for a launch or milestone?

Announce real news in a format journalists can use, then keep pitching after the release goes out. A well-timed exclusive or pre-brief, email servicing, and an optional Business Wire post give the launch a strong start.

Coverage then comes from sustained outreach, podcast appearances, and answering reporters who are already looking for sources. Companies are one of the two client types Susan von Seggern prioritizes.

Definitions

What corporate PR means in this practice

What is corporate PR?

Corporate PR is earned media for a business: coverage of its products, services, leaders, and milestones in the outlets its customers, partners, and investors read. It is different from paid advertising and from internal communications.

Susan von Seggern approaches corporate clients with the same four pillars she uses for events and culture. Press releases announce significant milestones. Sustained outreach, including podcast pitching, builds coverage between announcements. Lead service monitoring answers journalists who need an expert. Events, from conference talks to sponsorships, create fresh news. The campaigns on her main website range from AI services and wind energy to streaming, housing, and blockchain.

Why lead requests matter for companies

Every day, journalists post requests for sources on lead services and in their own emails and Substacks. When a company's expertise matches the request, the reporter has already said yes to the topic.

Susan von Seggern monitors five lead service feeds daily and pitches the matches. She reports placing lead service coverage in Good Housekeeping, Yahoo, the New York Times, Huff Post, Best Life, and many other outlets. For companies with knowledgeable founders or executives, this is often one of the most efficient routes to national coverage.

Procedure

How a corporate launch campaign runs

A typical sequence built from the four pillars. Each company's campaign is individualized.

  1. Define the milestone

    A launch, funding round, partnership, new service, or crowdfunding campaign: the news that justifies a release.

  2. Choose exclusive or pre-brief

    Offer the story to one outlet first, or brief selected journalists ahead of the public announcement.

  3. Announce and service

    Send the release to media contacts by email and post it to Business Wire if it is in the budget.

  4. Pitch beyond the release

    Sustained outreach and podcast pitching put founders and executives in front of the outlets their customers follow.

  5. Answer journalist requests

    Daily lead service monitoring finds reporters asking for exactly the expertise your spokespeople have.

  6. Add an event if it helps

    A conference talk, booth, sponsorship, or media luncheon can create the next news moment.

On newswires: Susan recommends Business Wire for its respectability and has an annual deal that she says significantly saves clients money versus one-off releases. More on press release services.

From the archive

Company campaigns in the published record

Drawn from the portfolio and press releases on Susan von Seggern's main website. See all campaign examples.

Remotesome AI Transformation launch

A Miami release dated October 22, 2026 announced Remotesome's AI Transformation service, which embeds AI and engineering pods of one to five engineers in enterprises and government organizations. The release led with the company's referral network of more than 650 talent scouts.

IceWind pre-product buzz

The portfolio lists IceWind's pre-product buzz campaign for the wind power startup. An October 2020 release covered its Njord turbine deployment at the former Straumnes Air Station in Iceland, powering an Icelandic Coast Guard emergency beacon.

Geoship equity crowdfunding

The portfolio includes Geoship's equity crowdfunding campaign, an example of PR timed to drive attention to a live investment raise.

Rock Row green home development

The portfolio entry is titled “Rock Row: Green Home Development Sold Out in 5 Weeks,” a real estate campaign for an environmentally focused housing project.

Common questions

Does Susan von Seggern work with corporate clients?

Yes. Corporate clients are one of four client types Susan von Seggern consults for, alongside events, causes, and cultural clients. Her background includes globe-trotting corporate PR, and releases on her main website cover companies such as Remotesome, IceWind, KOCOWA, and Bitcoin Association, plus portfolio campaigns for Geoship and the Rock Row green home development.

More answers in the FAQ

Can a publicist build buzz before a product launches?

Yes, a pre-launch campaign can build awareness before a product ships. Susan von Seggern’s portfolio includes IceWind’s pre-product buzz campaign for the wind power startup. A later release covered IceWind deploying its Njord turbine at the former Straumnes Air Station in Iceland to power an Icelandic Coast Guard emergency beacon.

More answers in the FAQ

Which newswire does Susan von Seggern recommend?

Susan von Seggern recommends Business Wire for wire releases because of its respectability. She has an annual deal with Business Wire that she says significantly saves her clients money compared with one-off releases through Business Wire or other wires. Wire distribution is used when it is in the client’s budget.

More answers in the FAQ

What is an exclusive or pre-brief press release model?

An exclusive gives one outlet the story first; a pre-brief shares the news with selected journalists before the public announcement so they can prepare coverage. Susan von Seggern announces significant milestones using either model, then follows with email servicing to her media contacts and posts the release to a newswire if budgeted.

More answers in the FAQ

Can PR support a crowdfunding campaign?

Yes. Coverage can send readers to a campaign page while it is live. Susan von Seggern’s portfolio includes Geoship’s equity crowdfunding campaign and the MANTRA: Sounds into Silence documentary crowdfunding and release campaigns, and her releases covered the DETOX documentary’s Indiegogo campaign in 2021.

More answers in the FAQ

Can speaking at a conference help a company get coverage?

It can. Exhibiting or speaking at conferences is one of the event PR forms Susan von Seggern uses, because a stage or booth gives journalists a reason to meet you. Her client releases include companies exhibiting at events, such as ONSTELLAR announcing its booth at the CONTACT in the DESERT conference in 2018.

More answers in the FAQ

Can a publicist guarantee media coverage?

Generally no publicist can guarantee editorial coverage, because journalists and editors decide what runs. What a publicist controls is the quality and persistence of outreach. Susan von Seggern’s approach relies on sustained outreach rather than one-time blasts, and on lead requests where a journalist has already said they want a source.

More answers in the FAQ
Read all 45 questions

Launching something? Plan the announcement before the date is set.

Share the milestone, timing, and spokespeople. Susan will outline how a release, outreach, and lead monitoring could work together for it.

Discuss your launch

Published by Susan von Seggern