The status quo of the visual turn in public relations practice

Wiesenberg, Markus (author), Verčič, Dejan (author)

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.

• Language: English
• Keywords: visual public relations, visual communication management, strategic mediatization
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publication status: Published
• Publication version: Version of Record
• Year: 2021
• Number of pages: Str. 229-252
• Numbering: Vol. 46, Iss. 2
• PID: 20.500.12556/RUL-140852
• UDC: 7.038.53:316.77:659.4
• ISSN on article: 0341-2059
• DOI: 10.1515/commun-2019-0111
• COBISS.SI-ID: 122053635
• Publication date in RUL: 20.09.2022

Record is a part of a journal

• Title: Communications
• Shortened title: Communications
• Publisher: Lang
• ISSN: 0341-2059
• COBISS.SI-ID: 201517

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
• Licensing start date: 20.09.2022

Secondary language

• Language: Slovenian
• Keywords: odnosi z javnostmi, sporazumevanje, vizualne komunikacije