Types and Formats of Offline Communication Events Organized by Online Media Outlets

Abstract

Purpose of the study. The purpose of the study is to examine offline communication events organized by online media outlets in 2024–2025, as well as to identify their types and formats.

Research methodology. The following online media were selected for analysis: Ukrainska Pravda, Ekonomichna Pravda, Yevropeiska Pravda, and TabloID. The study employed general scientific and specialized research methods. The method of analysis was used to examine content related to communication events organized by online media outlets. The methods of selection and information retrieval were applied to identify organized events on the websites of online media. In particular, a targeted search was conducted using the built-in search engines on media websites, as well as the «Events» section on the Ukrainska Pravda website. In addition, descriptive and generalization methods were used to present and systematize the research findings.

Novelty. The article is the first to systematize communication offline events of Ukrainian online media and proposes their classification according to formats of implementation. Events for the media, audiences, advertisers and partners are distinguished, as well as universal communication events aimed at a potential audience. The concept of communication offline events in online media is further clarified as a tool for interaction between editorial teams and audiences.

In academic and professional literature, the term “event” is commonly used to refer to organized happenings. In this study, the term “communication events” is predominantly used, emphasizing their communicative rather than purely marketing nature.

Results. The study found that Ukrainian online media in 2024–2025 actively used offline events as a communication tool with audiences, advertisers, and partners. The analyzed media – Ukrainska Pravda, Ekonomichna Pravda, Yevropeiska Pravda, and TabloID – organized forums, conferences, awards, public discussions, anniversary celebrations, and other events. It was revealed that online media organized offline events for the following main groups: mass media representatives, audiences, advertisers and partners, as well as universal communication events aimed at a broad and potential audience. It was established that such events contribute to strengthening media brands, building audience loyalty, and developing communication interaction.

Practical significance. The study may be useful for both Ukrainian and international researchers, as well as for media professionals and editorial teams involved in organizing offline communication events.

Key words: communication events, mass media, event, online media, award, forum, conference.