Abstract

The purpose of the study is to reveal the features of the application of event management as a PR tool in the activities of public and business spaces. In this study, the concept of "event management" has been clarified; the role of event management in the activities of public and business spaces has been determined; the use of this tool in the B2B and B2C markets has been studied; a content analysis of the reviews of visitors to the spaces has been carried out in order to determine the problem field and search for ways to improve the effectiveness of event management as a PR tool; a series of expert interviews with the leaders of public and business spaces has been carried out. The scientific novelty lies in the proposed model of event management of the social and business space. As a result, the authors propose three main directions in planning and organizing the activities of public and business spaces: development and implementation of their own projects and events; management of partner projects; management of relations with partners.