ABSTRACT
Events both are a tool of public relations and use public relations techniques to promote themselves. Indeed, in recent years events have increasingly recognised public relations’ added value. This chapter will first introduce and assess the practical implications of the meaning of public relations. We will then introduce one of the key differentiations with marketing: how audiences are codified and reached. Last, we will introduce the main theoretical framework through which we can understand the use of public relations within an event context.
