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Susan von SeggernArts and event PR, Los Angeles

Press release services

Press releases that start the story, not end it.

Last updated: November 2026

Susan von Seggern writes and distributes press releases for significant milestones, announcing them through an exclusive or pre-brief model, then servicing them by email to media and posting to Business Wire if budgeted. Press releasing is one of the four pillars of her media relations framework, alongside sustained outreach, lead monitoring, and events.

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Do I need a newswire to send a press release?

No. A release can be offered as an exclusive, pre-briefed to selected journalists, and serviced directly by email without a wire. A newswire adds broad distribution and is used when the client budgets for it.

When a wire makes sense, Susan von Seggern recommends Business Wire for its respectability and uses an annual deal that she says significantly saves clients money compared with one-off wire releases.

Definitions

Exclusive, pre-brief, and wire releases

What is an exclusive or pre-brief release?

An exclusive offers a story to a single outlet before anyone else, which can earn a deeper feature in a publication that matters most. A pre-brief shares the news with a selected group of journalists ahead of the public announcement, so they have time to prepare coverage that runs when the news breaks.

Susan von Seggern announces significant milestones using one of these two models, chosen per announcement. After the window closes, the release goes out by email to relevant media contacts, and to a newswire if the client has budgeted for one. The approach treats the release as the start of outreach rather than a one-time blast.

What makes a release worth reading

The releases published on Susan von Seggern's main website follow a consistent pattern: a dateline, the news in the first sentence, and specific facts journalists can use. The Remotesome release opened with its AI Transformation launch and named its 650-plus member referral network. The SewDown release gave the date, the call for participants, and the DJ lineup. The AfroFunkExplosion! release explained why a 1970s band mattered by listing the hit records that sampled it.

Clear news, a reason to care, and verifiable details are what let a journalist turn a release into a story.

Procedure

How a release goes out, step by step

  1. Confirm the milestone

    Releases are reserved for significant news: a launch, event, release, partnership, or campaign.

  2. Pick the model

    An exclusive gives one outlet the story first. A pre-brief tells selected journalists ahead of the public announcement.

  3. Write the release

    Lead with the news, explain why it matters, and include the details journalists need: dates, places, names, links.

  4. Service it by email

    Send the release directly to relevant media contacts after the exclusive or pre-brief window.

  5. Post to a newswire if budgeted

    Susan recommends Business Wire and has an annual deal that she says significantly saves clients money.

  6. Follow with outreach

    The release starts the conversation. Sustained pitching and podcast outreach carry it forward.

Learn more about the wire at businesswire.com, or see how releases fit the wider media relations framework.

Common questions

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

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.

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Do newswire press releases cost extra?

Newswire distribution is a separate, budgeted item. Susan von Seggern posts releases to a wire if the client budgets for it, and recommends Business Wire. She has an annual deal with Business Wire that she says significantly saves clients money compared with buying one-off releases from Business Wire or other wires.

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Does the publicist write the press releases?

Yes, writing announcements is part of press releasing in Susan von Seggern’s framework. Her main website publishes a long archive of client releases, from a book launch for Redesigning Nonprofits in 2026 to the AfroFunkExplosion! anthology in 2016. After writing, releases are serviced by email to media and posted to a wire if budgeted.

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Is there a fixed public relations package?

No fixed public relations package is published. Susan von Seggern offers individualized PR campaigns, shaped by the client’s news and budget, using her four pillars of outreach, press releases, lead service monitoring, and events. If you want a defined scope, describe your milestones and timeline when you get in touch so she can propose one.

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What should I have ready before contacting a publicist?

Have a short description of your news, key dates, who you want to reach, any past coverage, and a rough budget. Photos, a website, and a spokesperson who can do interviews help too. Clear information lets a publicist like Susan von Seggern judge which of her four pillars fits your campaign.

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Have a milestone to announce?

Send Susan the news, the date, and who you want to reach. She will recommend an exclusive, a pre-brief, and whether a wire is worth it.

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Published by Susan von Seggern