Chapter 05: Campaigns

Public relations campaigns and packages: scope, cost, and fit

Last updated: November 2026

A public relations campaign from Susan von Seggern is individualized rather than sold as a fixed package, so she does not publish a price list.

Susan von Seggern scopes each campaign from her four pillars, sustained media outreach, press releasing, lead service monitoring, and events, based on the client's news, dates, and budget. This page sets out what a campaign can include, what pushes cost up or down, published Los Angeles market benchmarks, and when a different kind of firm is the better choice.

How much does a PR campaign cost in Los Angeles?

It varies widely. Observer's 2026 PR Power List reported an average annual service cost of $180,312, ranging up to $10 million per year. Some firms price per story instead: Baden Bower lists fixed per-story pricing starting at $990. Susan von Seggern quotes each campaign individually after learning the scope.

Evidence cards

Campaign field notes

What a campaign can include

Target outlet and contact research, with sustained pitching
Podcast pitching and hyper-local coverage
Press release writing under an exclusive or pre-brief model
Email servicing, plus Business Wire posting if budgeted
Daily monitoring of five lead service feeds
Events, from media luncheons to conference exhibits and gift bags

What raises or lowers the cost

The biggest drivers are generally scope and duration: how many announcements, how long outreach runs, and whether an event is produced. Newswire distribution adds a line item, though Susan's annual Business Wire deal significantly saves clients money compared with one-off wire releases. Skipping the wire and relying on an exclusive or email servicing lowers cost further.

Numbers card: LA market benchmarks

$180,312 average annual service cost, ranging up to $10 million per year (Observer)
4.4 years average client-firm relationship (Observer)
$990 starting fixed per-story price at Baden Bower (Baden Bower)

Published market figures, not Susan von Seggern's prices.

Who should choose a different firm

Choose a per-placement firm if you want a fixed price per story. Choose a large agency if you need many staff across markets, paid media, or ongoing social media management. If you do not yet have news, build the milestone first: Susan focuses on clients who are interesting, newsworthy, and active.

Comparison

PR pricing models compared

How Susan von Seggern's individualized campaigns compare with other published PR pricing models
Model	How you pay	Published figure	Source
Individualized campaign (Susan von Seggern)	Scoped per project	No published prices	susanvonseggern.com
Ongoing firm relationship	Annual service fees	$180,312 average, up to $10 million per year	Observer PR Power List 2026
Per-story pricing	Fixed price per story	From $990 at Baden Bower	Baden Bower LA rankings page

Procedure

How to request a campaign proposal

From first message to scoped campaign

1
Contact
Use the form on susanvonseggern.com.
2
Brief
Share your news, dates, audience, and budget range.
3
Scope
Agree which pillars, how many releases, and how long.
4
Options
Decide on wire posting and any event elements.
5
Launch
Outreach starts on the agreed timeline.

Related chapters

For the context behind these numbers, read PR industry statistics for 2026 and how Los Angeles PR firms work, or return to the LA PR agencies field guide.

Field notes

Pricing questions

How much does Susan von Seggern charge for PR?: Susan von Seggern does not publish fixed prices. Each campaign is individualized, so cost depends on scope, duration, and which tactics are included, such as events or newswire distribution. The most accurate way to get a number is to describe your project through the contact form on susanvonseggern.com and ask for a proposal.
Is there a standard public relations package?: There is no published standard package. Susan von Seggern builds individualized campaigns from her four pillars: sustained media outreach, press releasing, lead service monitoring, and events. A package for a one-day event looks different from an ongoing corporate program, so ask for a scope that lists the tactics, timeline, and deliverables included.
How much do PR firms in Los Angeles cost?: Costs vary widely by firm and scope. Observer’s 2026 PR Power List reported an average annual service cost of $180,312, ranging up to $10 million per year, with an average client-firm relationship of 4.4 years. Some LA firms publish per-story pricing instead: Baden Bower’s ranking page lists fixed per-story pricing starting at $990.
What makes a PR campaign cost more or less?: Scope is the biggest factor: the number of announcements, the length of the campaign, and whether events are produced. Newswire distribution adds cost, though Susan von Seggern’s annual Business Wire deal significantly saves her clients money compared with one-off wire releases. Genuinely newsworthy activity also tends to earn more coverage from the same effort.
Do I have to pay for a newswire release?: No. In Susan von Seggern’s process, a newswire posting happens only if it is budgeted. Releases are serviced to media by email either way, and an exclusive or pre-brief model can win coverage without a wire. When a wire is used, she recommends Business Wire and offers access through her annual deal.
Can a publicist guarantee media coverage?: Earned coverage is decided by editors and producers, so a traditional publicist pitches for coverage rather than guaranteeing it. Some firms sell per-placement packages instead. Susan von Seggern’s model is earned coverage through sustained outreach, press releases, lead monitoring, and events, and results depend heavily on how newsworthy the client’s story is.

Read all 48 answers in the LA PR agencies FAQ

Ready for a scoped proposal?

Tell Susan von Seggern what you are promoting and your budget range to get an individualized plan.

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