• Public Relations is a communication tool, whose objective is the modification of attitudes towards a brand, product or idea. Public relations is difficult to evaluate, since many variables come into account, unlike advertising where there are more reliable mechanisms for controlling results.

• One of the ways that can be done is through the organization of events, where the brand wants its audience to improve the imageimage, they have of it, without paying an advertising fee.

• Public knowledge is very important for public relations. Stakeholders refer to organizations or people who take part in the decisions of a company and who are affected by its activities. They could be considered by the interest groups surrounding the company.

• The organization of the event aims to improve the image or simply the presence of the company or brand in the market. The media will publish the news of the event on television, radio, magazines, internet, etc. In this news, the company or brand is the protagonist. This is called Publicity.

That is, the free dissemination of news about the company or brand, which end up giving visibility and notoriety of it.

• The difference between advertising and publicity is that advertising has a fee and the company pays for a controlled message to be disseminated; while publicity is free and the media publish news related to the product or the company, but not controlled by the company. A good public relations campaign, together with other communication or marketing actions can be very beneficial for the company.

• It´s necessary an adequate strategic planning so that all the elements are well studied to be carried out in a timely manner.