Caitlin Russell, an Account Executive from MMI Public Relations, states how to make an event stand out. She talks about making the grand opening grander than usual. The community needs to be involved in the event, such as the expansion of a business, where the neighbourhood can be invited. Local chambers of commerce or celebrity figures can also be called to the event. The second point is to know the target audience of a business. Events should be tailor-made to suit the needs of this audience. It will allow them to spread a word among their peers. The third point is to find a way to give back towards a cause. Choose the charity which funds your business values.