Communication is the key segment of every business activity. Success or failure of every business endeavour most frequently depends on communication and it is of utmost importance to know how to adjust communication to desired audience. There are three ways of communicating: verbal communication, nonverbal communication and paraverbal communication. All three ways are important for communication to be successful. The aim of this thesis is to analyse virtual event named “Book night” at the time of COVID-19 pandemic and to display the influence of cultural events on popularization of culture. Book night 2020 was supposed to be dedicated to the theme of change, offering programmes related to books that throughout the course of history changed the world. Since we were unexpectedly faced with pandemic, publishers were forced to adjust the programme to the existing situation that set limitations in the context of programme implementation. This is the aspect of analysis of crisis communication of organizers and publishers, along with activities on various social media networks, online channels, video and audio services and live streaming. Book night is the event that was launched in 2012 with the wish that we may just for one day forget daily life which is frequently not very pretty and enjoy and fantasize with books and pleasure of reading. Objective of the event is to encourage the culture of reading, especially among younger generations that generally give in to temptation of technology in much greater scope in comparison to reading, as well as to present the importance of book in contemporary society.