A special event is designed and organized to achieve a specific, targeted purpose. Fundraisers or other charity events provide common examples, as these showcases help to promote a singular cause or initiative, organized and directed under the umbrella of your business and featuring your business leaders/staff. Oftentimes, media or other influential figures are invited to special events to further drive interest, reach, impact, and engagement.
Special events tie your business and your brand to a cause, idea, or project. From a public relations perspective, these help to shine a spotlight on your business away from your traditional sales/marketing/advertising efforts in a selfless, charitable manner. Done properly, these can showcase the best parts of your business and its leadership team, all while contributing to a defined, worthwhile cause.