Events make an important part of "external" life of a company, and there shouldn't be mistakes there. Some companies organise corporate and marketing events inhouse, while since most of them are not specialists in this very type of activities, it's not always they are flawless. Event's management is a complicated thing, which demands considerable resources, long experience and, after all, inlcudes a big variety of different activities which are specific for this very field.

The term PR (stands for Public Relations) is now one of the most contraversial in the marketing communications' field. Existing variaties of definitions are sometimes contradictory to each other, but there is one part of them which is aalways shared: PR includes choice of the channels that best influence the key audience, and arrangment this influence, not directly but rather indirectly, via the company's partners, media and opinion leaders (e.g. leading industry analysts, major companies' spokespersons or even special non-commercial establishments and funds). Media is generally recognised to be the most universal one.