Event communication is a communication strategy based on the creation of conventional or extraordinary corporate events designed to bring together a targeted audience. These events can target various audiences, such as clients, the press, partners, or company employees at conventions. Certain so-called “classic” events are an integral part of this approach. It is sometimes difficult to distinguish “historical” event communication, according to the ANAE (French National Association of Event Communication), from event management in the broader sense, which has recently experienced significant growth by leveraging its interactive potential and live streaming capabilities. Despite their similarities, these two concepts can be differentiated by the planned nature of guest participation in traditional event communication.

The range of traditional event-based communication activities is vast: from events open to the general public to sales force motivational meetings, product launches, conventions and congresses, customer events such as breakfasts and seminars, open days, conferences and press trips, general assemblies, VIP evenings at sporting or media events, and more. The primary objective of event-based communication is generally to enhance brand image, create an audience among participants, and often generate an indirect audience through media coverage and online interactions.

The scope of event-based communication, as defined, encompasses a multitude of approaches and techniques. A remarkable example of event-based communication used by an automotive manufacturer demonstrates its effectiveness in the sector. Furthermore, the shift towards the “digitalization” of events is generating enriching discussions about its evolution and implications.