Gallery publicity LA
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Gallery publicity in LA earns coverage for an exhibition by announcing it early, pitching arts and local press, and inviting journalists to a preview or opening.
Susan von Seggern's events framework and four media relations pillars map directly onto an exhibition calendar. Her published portfolio leans toward festivals, music, film, and books rather than gallery shows, so galleries should ask how the framework fits their program.
A gallery gets press by treating each exhibition as both news and an event. The news is the artist, the work, and why it matters now. The event is the opening or a press preview, which gives journalists a reason to come in person and meet the artist.
Susan's media intro events, such as cocktail hours and luncheons, are a natural fit for galleries that want to build relationships with arts writers over several shows, not just one. Hyper-local coverage matters too, because neighborhood outlets reach the people most likely to visit.
Comparison
| Moment | Tactic | Pillar |
|---|---|---|
| Exhibition announced | Exclusive or pre-brief to a priority arts outlet, then email servicing | Press releasing |
| Weeks before opening | Listings, hyper-local pitches, artist and curator podcast pitches | Sustained outreach |
| Opening or preview | Press preview, cocktail hour, or luncheon for journalists | Events |
| During the run | Answer journalist requests that match the artist or theme | Lead monitoring |
Market context
According to the Artlogic Gallery Report 2026, 49% of galleries describe 2026 as more challenging, 45% notice more price sensitivity, and collector demand is the biggest obstacle to growth, compared with rising costs at 19%.
These are Artlogic's published figures, not Susan von Seggern's own data.
Press coverage puts an exhibition in front of new collectors and visitors, which speaks to the demand problem galleries name. It cannot guarantee sales, attendance, or specific placements, because editors decide what runs. What a campaign controls is the quality of the story, the timing, and the follow-up.
Procedure
Gather images, the artist statement, and the angle that makes this show news now.
Offer an exclusive or pre-brief, then service the release to arts and local editors.
Hold a preview, cocktail hour, or luncheon so writers can see the work and meet the artist.
Pitch podcasts and answer journalist requests during the run to extend coverage.
See also cultural PR services, event PR, and the arts PR Los Angeles overview.
Share the dates, artist and goals, and ask how the framework fits your program.
FAQ
Galleries fit the cultural client type Susan von Seggern serves, and her tactics apply directly: opening announcements, small press receptions, and local listings. Her published releases lean toward festivals, music, film, and books rather than gallery shows, so ask how her event and media relations framework would map to your exhibition calendar before you commit.
A media intro event is a small gathering, such as a cocktail hour or luncheon, that introduces a client to journalists in a relaxed setting. Susan von Seggern lists it alongside large-scale celebrity and media events among her event PR options. It suits galleries, companies, and new ventures that want lasting press relationships rather than a single headline.
Hyper-local coverage is press from neighborhood and city-level outlets that reach people close to an event or venue. For a Los Angeles festival, opening, or company launch, local outlets can drive attendance more directly than national press. Susan von Seggern pairs hyper-local coverage with newer tactics like podcast pitching and established ones like events and press releases.
No. Earned media is decided by editors, producers, and hosts, so no honest publicist guarantees placements. A campaign can promise the work: target lists, pitching, releases, follow-up, and event planning. Susan von Seggern's lead service work has placed clients in Good Housekeeping, Yahoo, the New York Times, HuffPost, and Best Life, but each result depends on the story and its timing.
Have your key dates, a short description of what is new, images or video, spokespeople who can be interviewed, and any past coverage ready. Know your audience and the outlets they read or listen to. Clear assets and an available spokesperson make pitching faster and give journalists what they need to say yes.
Yes, though the scope narrows. Lead service monitoring and targeted outreach can earn coverage without a wire budget, and a small media intro event such as a cocktail hour or luncheon costs far less than a large celebrity event. Share your budget up front so the plan focuses on the tactics most likely to reach your audience.
Published by Susan von Seggern