The Development of Event Communication Strategies and Their Importance in Enhancing Institutional Image: The “Job Dating” Event as a Model

Abstract

This article examines the importance of event communication as a contemporary communication strategy used by institutions to strengthen interaction with their various publics and enhance their institutional image. It highlights the event as an effective communication tool that combines informational and interactive dimensions, enabling the institution to transmit its messages and build sustainable relationships with both its internal and external environments. The article reviews theoretical concepts related to event communication, its historical development, stages, principal forms, and strategies, with particular emphasis on the role of internal and external communication in ensuring event success and achieving communication objectives. It also examines the advantages of event communication in building institutional reputation and reinforcing the institution's public image. The article adopts “Job Dating” as an applied model of event communication in human resource management, emphasizing its contributions to attracting talent, facilitating recruitment, introducing candidates to the institution’s culture, and enhancing organizational attractiveness. The study concludes that event communication is an effective strategic lever for improving institutional communication, strengthening trust, and building a positive institutional image, provided it is grounded in rigorous planning, sound coordination, and continuous evaluation of event outcomes.