Event-based communication covers public relations, recruitment and incentive actions that give rise to happenings attended by internal or external audiences.
The approach can be twofold:
1. communication through events designed specifically by the organisation,
2. participation in events organised by others, through sponsoring for instance.
The use of this type of means of communication
calls for great professionalism and good preparation. In addition, the event must be integrated into the
communication strategy and hence develop an event-based concept (place, message, image, programme, etc.) that is consistent with the objectives, the target and the position adopted by the advertiser.
Using this technique
will enable you, in some cases, to:
- create / strengthen relations with your clients,
- mobilise your in-house teams,
- communicate with the press, the public authorities or other partners.