We are in the age of technology. Anything and everything can be simplified, automated, hacked...choose whatever mot du jour you like but it has created a very dangerous precedent in business. Don't get me wrong, I'm all for getting things done more efficiently. If there's a better way to do something, I'm all ears. But it can't replace experience or skill.
Whether you like it or not, you are an extension of your Brand. Back in the day, you could get by without having an executive portrait but those days are dust in the wind. Social media all but ensures that you are visually tied to your brand.
You're hosting an event...your annual fundraiser or special corporate function. How do you choose the right photographer for the job? Event photography is a niche within the larger subset of commercial photography. Your search should begin there.