Event communication as a strategic tool to enhance the corporate image with its audiences

Abstract

Event communication is one of the basic and important elements of the communication strategy of modern institutions, where studies and literature have proven its positive effects on the image of the institution and its services among the internal and external audiences. This prompts institutions to give it great importance in terms of exploiting various events related to the micro and macro environment, all in order to enhance confidence levels among current and potential employees, competitors and customers, in addition to enhancing the positive image of their products and services among stakeholders. Achieving these goals requires great care and careful planning in the process of organizing the various events, upon which is based a human cadre with technical, financial, technical, communicative, and organizational qualifications and skills.