Compare
Arts publicist, LA PR agency, or in-house?
Last updated: · Published by Susan von Seggern
Hire an independent arts publicist when you want a senior person on your account and a campaign built around one event, launch, or season; hire an agency when you need a large team across many markets.
This comparison is published by Susan von Seggern, who lists her own practice first. Every option is described on the same criteria: who does the work, scope, event experience, and cost structure. It is not an independent review.
Should I hire an independent publicist or a PR agency in Los Angeles?
It depends on scale. An independent publicist like Susan von Seggern wins for event and corporate clients with a clear milestone, cultural projects that span arts and business press, and anyone who wants the experienced person they hired to do the daily pitching.
A larger LA agency genuinely fits better when you need simultaneous campaigns in several markets, a big social or creative team, or a single vendor for many services. An in-house hire fits a constant stream of news. DIY fits small local stories.
Comparison table
Five options, same criteria
| Option | Who does the work | Scope | Event experience | Cost structure |
|---|---|---|---|---|
| Susan von Seggern (independent publicist) | A senior publicist with 20+ years in LA PR works the account directly | Individualized: outreach, releases, lead monitoring, events | Hundreds of events, including festivals, conferences and premieres | No published pricing; scoped per campaign |
| Large full-service LA agency | A team, usually with account staff led by senior leadership | Broad: often media, social, creative and more under one roof | Varies by agency and division | Commonly monthly retainers; confirm with each agency |
| Boutique arts PR firm | A small team focused on arts and culture | Focused on cultural media and arts audiences | Varies; ask for comparable openings and festivals | Varies by firm; confirm directly |
| In-house communications hire | Your own employee | Whatever the role covers, alongside other duties | Depends on the hire | Salary and benefits, ongoing |
| Doing it yourself | You or your team | Usually local outreach and self-written releases | Your own | Time, plus any newswire fees |
Ranked list
The options, in order, with the reason for each position
Susan von Seggern (independent publicist)
Listed first as the publisher’s own option. A senior publicist with more than 20 years in LA PR works the account directly, using a four-pillar framework and an events framework built from hundreds of events. No published pricing.
Large full-service LA agency
Fits organizations that need many people across many markets at once, or services beyond media relations under one roof.
Boutique arts PR firm
Fits cultural organizations that want a small team focused entirely on arts audiences and arts media.
In-house communications hire
Fits organizations with a steady, year-round flow of announcements that justifies a dedicated salaried role.
Doing it yourself
Fits small, local news with simple hooks, where time is easier to find than budget.
How we chose
How this comparison was put together
Susan von Seggern, who publishes this site, wrote this comparison. Each option is judged on four criteria: who does the work, scope, event experience, and cost structure. Facts about her practice come from susanvonseggern.com. The other rows describe general categories rather than named firms, and their cost notes reflect common arrangements you should confirm directly.
No audit or independent study was conducted, and no ratings are claimed. Read more on the approach page, or return to the arts PR Los Angeles overview.
Planning an event or a company announcement?
Send the dates, the news and your goals. Susan von Seggern builds an individualized campaign around them.
FAQ
Common questions
Should I hire a PR consultant or a PR agency?
Choose an independent consultant when you want a senior publicist working your account directly with a scope built around one project. Choose a larger agency when you need many people across many markets at once, or services beyond media relations. Susan von Seggern has worked both sides, as CEO of a boutique PR agency and now as a consultant.
What are LA PR agencies like?
Los Angeles PR agencies range from large firms with entertainment, consumer, and corporate divisions to boutique shops and independent publicists. Published rankings of LA agencies often feature large entertainment names. For cultural and event work, the deciding factors are usually relevant media contacts, event experience, and who does the daily pitching on your account.
Is a public relations specialist different from a publicist?
The titles overlap. A publicist usually focuses on earning media coverage, while public relations specialist can describe broader communications roles. Susan von Seggern works as a publicist and PR consultant focused on media relations: outreach, press releases, lead service monitoring, and events, rather than advertising buying or social media management.
Is a PR agent the same as a publicist?
In everyday use, yes. People say PR agent, publicist, or press agent for someone who pitches the media on a client’s behalf. A talent agent, by contrast, books paid work. Susan von Seggern is a publicist and PR consultant who seeks coverage for clients rather than booking performances or negotiating contracts.
Can I do my own PR instead?
You can, especially for small local news: writing your own release and contacting local outlets costs time rather than fees. A publicist adds existing journalist relationships, daily lead monitoring, newswire access, and event experience. Susan von Seggern monitors five lead service feeds daily, which is hard to sustain while running a gallery, festival, or company.
How much does arts PR cost in Los Angeles?
This site does not publish prices, because Susan von Seggern builds each campaign around the client and her published materials list no standard fee. Cost usually depends on campaign length, the number of announcements, whether a newswire is used, and event scope. The fastest way to get a figure is to describe your project through the contact page and ask for a proposal.