The article examines special events as a significant tool in advertising and public relations. The relevance of the study is determined by the need to clarify the criteria for classifying special events and to develop a unified terminological framework that ensures coherence between academic approaches and practical implementation of event communications. The diversity, overlap, and fragmentation of existing classifications hinder the development of a universal research language and call for methodological systematization. The study employs methods of comparative analysis, content analysis of scholarly publications and classification models, as well as elements of the structural–functional approach. The theoretical foundation is based on Harold Lasswell’s classical communication model, which is applied to the structuring of special events. The empirical base includes Russian and international research in the field of media communications. A comprehensive typology of special events is proposed, incorporating five structural elements: the subject, the audience, the communication message, the communication channel, and the expected effect. This model enables the systematization of a wide range of event formats and links the choice of event type to the PR objectives of the communication actor, enhancing the practical applicability of the classification. The proposed typology clarifies the conceptual framework of event communications, resolves methodological inconsistencies found in existing classifications, and provides a foundation for future research into the media-related nature of special events. The results may be utilized in academic research as well as in public relations practice, particularly in event management, for planning, analyzing, and assessing the communication effectiveness of special events.
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