1. The status quo of the visual turn in public relations practice
- Author
-
Markus Wiesenberg and Dejan Verčič
- Subjects
visual communication management ,Status quo ,business.industry ,Communication ,media_common.quotation_subject ,05 social sciences ,strategic mediatization ,050801 communication & media studies ,Interpersonal communication ,Public relations ,Intercultural communication ,ddc:070 ,0508 media and communications ,vizualne komunikacije ,Arts and Humanities (miscellaneous) ,udc:7.038.53:316.77:659.4 ,comparative research, quantitative survey, strategic mediatization, visual communication management, visual public relations ,0502 economics and business ,odnosi z javnostmi ,Sociology ,visual public relations ,business ,050203 business & management ,media_common ,sporazumevanje - Abstract
While most research in public relations and strategic communication concentrates on textual elements, this contribution shifts the focus to the growing importance of visual elements. The theoretical background is based on visual theory and the concept of strategic mediatization. By using a large-scale quantitative survey among 3,387 European communication professionals, this study is the first empirical evidence of communication professionals’ perspectives concerning visual communication. Therefore, the paper empirically demonstrates a visual turn in strategic communication. Although practitioners have been using visual elements since the very beginnings of their trade, only a minority guide these activities through a sound management process. This calls for a deeper consideration of visual communication management in practice and visual public relations research in academia.
- Published
- 2022