Given that many event organisers do not automatically consider the importance of Corporate Public Relations (CPR), this chapter will start by explaining what corporate reputation is, and why it is important for events. This will include an assessment of corporate identify and image, and what impact they can have on key stakeholders. We will then address the core areas of CPR activity: issues management; acting in a socially responsible way; crisis management; government relations and internal communications. Throughout we shall link these activities to key strategic issues.