Typically, the run-up to each event is marked by extravagant invitations sent to media. Over the past year, the most basic invite I received was printed on luxury-grade paper complete with a watermark.

Among the vulgar invitation cards was a piece of metal with text carved into it. Another one was in the shape of a steering wheel packed in a wooden box and shipped by an express courier. How I miss the good old days when companies invited me by phone calls and e-mails.

Keeping busy is any reporter's wont, and newsy events can help keep reporters busy, but I wonder if they also help companies boost their business.

I believe it is necessary for companies to organize events for media coverage that could disseminate their message to consumers, potential investors and whoever they want to reach. But I don't think such events have to be necessarily big and outlandish.

Baidu's September 8 event did make headlines. But that may be because Baidu is known for its ability to get most tech reporters to attend its events. Headlines yes, but in-depth articles and interviews were few and far between. That was probably because most reporters were so busy attending numerous events that they had little time to sit, breathe, think and write.

In the end, what does impress media is solid news, not mega events at five-star hotels.