The status quo of the visual turn in public relations practice.

Communications, Volume 46 Issue 2. https://doi.org/10.1515/commun-2019-0111

Autor: 

1. Wiesenberg, Markus; Institute of Communication and Media Studies, Leipzig University, Germany; markus.wiesenberg@uni-leipzig.de; https://orcid.org/0000-0003-0765-0594
2. Verčič, Dejan; Department of Communication, University of Ljubljana, Slovenia; dejan.vercic@fdv.uni-lj.si; https://orcid.org/0000-0002-9639-0749

Keywords: Comparative research; quantitative survey; strategic mediatization; visual communication management; visual public relations. 

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.

Idioma: Inglés. 

Publicación: 16 de octubre del 2020. 

Volumen: Communications, Volume 46 Issue 2. 

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