Wizualny PR. Siła obrazów w komunikacji organizacji

Visual Public Relations. The power of images in the communication of an organization

The book focuses on public relations and its visual artifacts. Images are created, images are traded, images are communicated. Contemporary organizations constitute relations with stakeholders through images. This book is an attempt to understand how the image of organization is created, within the framework of PR theory, by visual messages disseminated by organizations.

The aim of the book is to search for and demonstrate the impacts of the chosen fields of visual communication on public relations. I look at PR, the theory and practice of organizational communication through the lens of visual activities. The following questions are discussed: What, considering visual messages inspired by PR activities, attracts attention in the media sphere? What allows to evaluate, and according to what categories, the informative variables, persuasive variables and the aesthetics of the visual organizational communication? In this book I demonstrate that one may think about public relations in a creative way and be open to the application of various scientific paradigms. The times of ubiquitous images enable communication professionals to innovate perception management and to increase the effectiveness of public relations.

Keywords: Visual Public Relation, PR theory, media psychology, image and communication management.

Alicja Waszkiewicz-Raviv – doctor of humanities, for several years he has been working in the field of journalism and social communication at the University of Warsaw. Public relations specialist, media expert and psychologist.