---
slug: our-event-pr-process
meta_title: Our Event PR Process | East 2 West Collective
meta_description: See how East 2 West Collective runs event PR in Los Angeles — from first call to red carpet wrap-up — step by step, in our own words.
---
# How East 2 West Collective Handles Event PR in Los Angeles
We run event PR as a continuous arc, not a single press release: first contact and goal-setting, a written plan, pre-event sponsor and guest-list outreach, day-of red carpet and media coordination, then post-event tracking of what got covered. The work spans everything from restaurant launches and galas to fashion shows and casino openings.
Below is what that looks like in practice, step by step, for an event happening in Los Angeles.
## 1. First Contact and Event Overview
Every engagement starts with a conversation about what the event actually is: the date, the venue, who needs to be there, and what "success" means for the people throwing it. A gala fundraiser has different goals than a restaurant opening or a fashion show, and we want to understand which one we're building toward before we talk strategy.
**What happens:** You tell us what you're planning, when it's happening, and who needs to be there.
**What you do:** Share the basics — event type, date, goals, any names or sponsors already attached.
**What you receive:** A conversation that scopes the event honestly, including whether event PR is the right fit at all.
You can start that conversation through our [events page](https://e2wcollective.com/events), by phone at 310-963-8050, or by emailing emuch@e2wcollective.com.
## 2. Scoping the Event and the Story
Once we understand the event, we look at what makes it newsworthy — or what needs to be built to make it newsworthy. That could mean identifying a sponsor angle, a cause tie-in, a notable guest, or a hook that gives media and influencers a reason to show up beyond an open bar. This is also where we flag whether celebrity attendance is realistic and useful for the event in question, since it's one of the strongest draws for media attention.
**What happens:** We assess the event's media potential and identify the angle worth pitching.
**What you do:** Share any existing sponsor relationships, talent connections, or cause partnerships tied to the event.
**What you receive:** A clear read on what story this event can tell, and to whom.
## 3. The Written Plan
From there, we put the approach in writing: what outreach we'll run before the event, what we'll coordinate the day of, and what happens after the doors close. Because every event is different — a casino opening isn't a bridal fashion show — this plan is built around your specific event rather than a template.
**What happens:** We outline the strategic approach for your event in writing.
**What you do:** Review it, ask questions, confirm what's in scope.
**What you receive:** A plan you can hold us to, covering both sides of the event date.
For engagement details or questions about how we structure a project, reach out directly at 310-963-8050 or emuch@e2wcollective.com — we'll walk through specifics with you rather than guess at them in writing beforehand.
## 4. Pre-Event Coordination
This is where most of the groundwork happens. We reach out to potential corporate sponsors on the client's behalf. We dial into our network of entertainment contacts to get event-appropriate names added to the guest list, since celebrity attendance consistently drives media interest. In parallel, we build the media outreach — traditional outlets like print, radio and TV, along with blog communities and social channels where an event can go viral beyond its own guest list.
**What happens:** Sponsor outreach, guest-list building, and media list development all run simultaneously in the weeks before the event.
**What you do:** Weigh in on sponsor and guest priorities as names come in.
**What you receive:** A confirmed media list and a guest list shaped around who actually moves coverage.
## 5. The Event Itself
On the day, we coordinate red carpet arrivals for both celebrity and media guests, and we facilitate interviews and photo set-ups between media, hosts and talent. The goal is to make sure coverage doesn't stop at the step-and-repeat — interviews and photo opportunities are set up so the story keeps developing once the event is underway.
**What happens:** We manage the red carpet, media check-ins, and talent/interview logistics in real time.
**What you do:** Focus on running the event — we handle the media side of the room.
**What you receive:** Coordinated access between your talent, your media guests, and the photo and interview moments that generate coverage.
## 6. After the Last Guest Leaves
Our outreach doesn't stop when the event ends. The same strategic push that ran before the event continues afterward, following up with outlets and tracking where the story landed — whether that's a blog recap, a print mention, or continued social coverage. We've run PR before and after the event date for everything from galas and fundraisers to fashion shows, awards shows, and retail openings.
**What happens:** We continue outreach and track resulting coverage after the event wraps.
**What you do:** Nothing further is required on your end — this is the follow-through we handle.
**What you receive:** A clearer picture of where your event landed in the press, beyond what happened in the room.
## Types of Events We've Run This Process For
We've coordinated PR for a wide range of event types across Los Angeles and New York, using this same before-during-after approach. A sample, not a complete list:
| Event Type | Examples We've Worked | What's Involved | Key Benefit |
|---|---|---|---|
| Galas & Fundraisers | Casting Society of America's Artios Awards, Save A Child's Heart West Coast Gala, The Dream Foundation, PCRM Gala, Erewhon's 30th Anniversary Gala | Sponsor outreach, guest list building, media coordination | Draws media and donor attention to the cause, not just the party |
| Fashion, Film & Awards | LA Fashion Awards, Moss Adams Fashion Innovator Awards, Filmmaker's Alliance Vision Fest, The Genesis Awards | Red carpet coordination, talent and media guest list, interview set-ups | Positions the event as an industry moment worth covering |
| Media & Book Events | A Home for the Holidays TV special, Los Angeles book launch parties | Media relations tied to a specific release date | Builds a launch moment, not a one-off mention |
| Retail, Openings & Community | Whole Foods Market's Earth Day, Horseshoe Casino Opening, restaurant openings including Buca di Beppo | Pre-event sponsor and community outreach, day-of coverage | Turns an opening into a local media event |
## Key Takeaways
- Our event PR runs on both sides of the event date — pre-event outreach and post-event follow-through, not just a single press release.
- Celebrity attendance is one of the strongest media draws, so guest-list building runs through our entertainment network.
- Sponsor outreach happens before the event, in parallel with media list development.
- Day-of coordination covers red carpet arrivals and media/talent interview set-ups for both celebrity and media guests.
- We've run this process for galas, fundraisers, fashion shows, awards shows, casino openings, and restaurant launches.
- The plan is written around your specific event, not copied from a template.
- You can start the conversation by phone, email, or through our events page.
## Frequently Asked Questions
### What happens if we don't have sponsors lined up yet?
We can reach out to potential corporate sponsors as part of pre-event coordination — it doesn't need to be arranged before you contact us.
### What happens if we want celebrity attendees but don't have any confirmed?
We dial into our entertainment network to identify and pursue event-appropriate names for the guest list as part of our pre-event work.
### What happens during the event itself if a media opportunity comes up unplanned?
We're coordinating red carpet arrivals and facilitating interviews and photo set-ups in real time, which is built to handle the event as it actually unfolds, not just as scripted.
### What happens after the event ends — does the PR stop there?
No. Our outreach continues after the event to follow up with outlets and track where coverage lands, across both traditional and online channels.
### What happens if our event is in New York instead of Los Angeles?
We operate as a bi-coastal agency with a presence in both Los Angeles and New York, so the same process applies regardless of which coast the event is on.
### What happens if we're not sure event PR is the right fit for what we're planning?
That's exactly what the first conversation is for — we'll help you figure out whether it makes sense before anything is scoped.
## Ready to Plan Your Los Angeles Event?
Tell us what you're planning, when it's happening, and who needs to be there, and we'll take it from the guest list to the red carpet. Reach us directly at 310-963-8050 or emuch@e2wcollective.com, or start the conversation on our [events page](https://e2wcollective.com/events). If your event sits alongside a broader brand or launch push, our [brand marketing and consultancy work](https://e2wcollective.com/brand-marketing) folds in alongside event PR so nothing runs in a silo.
