Media relations services
Media relations services: the four pillars
Susan von Seggern’s media relations services rest on four tactical pillars: sustained media outreach, press releasing, lead service monitoring, and events.
On Podcast Pitching focuses on the first pillar, where podcast pitching lives, but the pillars are designed to work together. Susan developed the framework over more than two decades in PR to generate media coverage in the current media landscape, keeping up with newer tactics while relying on proven ones.
Published by Susan von Seggern. Last updated: November 2026.
What are media relations services?
Media relations services are the work of earning coverage from journalists, editors, producers, and podcast hosts. Unlike advertising, the outlet decides whether to run the story. In Susan’s practice, they are delivered as individualized PR campaigns for event, corporate, cause, and cultural clients, drawing on a broad media and service-provider network built in Los Angeles.
The four pillars at a glance
| Pillar | What it involves | Link to podcasts |
|---|---|---|
| Sustained media outreach | Identifying target outlets and contacts and pitching for coverage. | Includes podcast pitching directly. |
| Press releasing | Announcing significant milestones via an exclusive or pre-brief model, then email servicing, and a newswire if budgeted. | A release gives podcast pitches a news hook. |
| Lead service monitoring | Five lead service feeds checked daily, plus emails and Substacks from journalists seeking leads. | Builds a record of coverage that strengthens later pitches. |
| Events | Celebrity and media events, media intro cocktail hours or luncheons, sponsorships, conference exhibiting or speaking, gifting events, gift bag inclusions. | Speakers and organizers become podcast guests. |
Press releasing and the newswire question
For wire distribution, Susan recommends Business Wire because of its respectability. She has an annual deal with Business Wire that significantly saves her clients money compared with one-off releases through Business Wire or other wires. Wire posting is optional and used only if budgeted; email servicing to targeted media follows every release either way.
Lead service monitoring in practice
Journalists post requests for sources every day. By monitoring five lead service feeds daily, plus journalist emails and Substacks, Susan finds contacts who have asked for exactly the expertise a client has. According to her site, this has produced coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost, Best Life, and many other outlets.
Newer tactics alongside proven ones
Susan’s strategies employ newer PR tactics such as podcast pitching and hyper-local coverage together with tried and true methods: events, press releasing, and sustained media outreach. Read how that plays out for events and companies, return to podcast pitching services, or see her full career on LinkedIn.
Common questions
What are media relations services?
Media relations services are the work of earning coverage from journalists and hosts: identifying target outlets, pitching stories, distributing press releases, and answering source requests. Susan von Seggern’s media relations services follow her four pillars of sustained media outreach, press releasing, lead service monitoring, and events.
What is the difference between media relations and public relations?
Media relations is the part of public relations focused on earning coverage from journalists, editors, producers, and hosts. Public relations is broader and covers reputation and communication with many audiences. Susan von Seggern’s media relations framework covers sustained outreach, press releasing, lead service monitoring, and events.
What are lead services in PR?
Lead services are feeds where journalists post requests for expert sources. Susan von Seggern monitors five lead service feeds daily, plus emails and Substacks from journalists seeking leads directly, and pitches contacts whose interests match her clients. She has placed lead service coverage in Good Housekeeping, Yahoo, the New York Times, HuffPost, and Best Life.
Does Susan write press releases as well as podcast pitches?
Yes. Press releasing is one of her four pillars: announcing milestones through an exclusive or pre-brief model, then email servicing and, if budgeted, a newswire. For wire releases she recommends Business Wire for its respectability, and she has an annual deal with it that significantly saves clients money compared with one-off releases.
What is a public relations specialist?
A public relations specialist plans and carries out communication that earns attention from media and the public, such as pitching journalists, writing press releases, and running publicity events. Susan von Seggern works as an independent publicist and PR consultant in Los Angeles, building individualized campaigns for event, corporate, cause, and cultural clients.
What is a public relations agent?
A public relations agent, usually called a publicist, represents a person, company, or event to the media, pitching stories and managing announcements to earn coverage. Susan von Seggern works in this role for her clients, combining sustained media outreach, press releases, lead service monitoring, and events into one campaign.
Planning an event or a company announcement?
Describe your event date or launch window, the audience you want to reach, and the spokespeople available for interviews. Susan von Seggern’s contact page on her main website is the place to start.
Contact Susan von Seggern