Wizualny PR. Siła obrazów w komunikacji organizacji

Monografia ta jest spójnym, choć interdyscyplinarnym opisem uwarunkowań i funkcji obrazów w komunikacji współczesnych organizacji. Badania i analizy teoretyczne wprowadzają czytelnika w świat narzędzi komunikacji wynikających z doświadczeń przekazów wizualnych m.in. infografik, fotografii w mediach społecznościowych, filmów promocyjnych YouTube, animacji, wystaw muzealnych etc. Pozycja zawiera teoretyczne wprowadzenie do wizualnego PR, opisuje jego siłę w kształtowaniu postaw odbiorców. To również praktyczne studium przypadku, które może stanowić inspirację dla praktyków zarządzania organizacją.

VISUAL PUBLIC RELATIONS. THE POWER OF IMAGES IN ORGANIZATIONAL COMMUNICATIONIn order to compile the characteristics of institutional communication in the era of the triumph of visual media culture, a complex of scientific fields was selected. In this book, I propose to broaden the way of public relations analysis, and precisely to change the optics of this observation. The aim of the book is to search for and demonstrate the impacts of the chosen fields of visual communication on public relations. I will look at PR, the theory and practice of organizational communication through the lens of visual activities. The following questions will be 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 will 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. The monograph is divided into five main parts, with an accompanying introduction and ending. Part I is the methodological part, in which I place the subject of work on the basis of media studies, but also social communication, and more precisely communication of the organization. Then I point out the affordances of images in PR (Part II). Next, the book is divided according to the functions that images may fulfill in the public relations. Therefore, Part III concerns informative function in visual PR, Part IV is dedicated to persuasion, and Part V introduces aestheticization of public relations messages. Based on theoretical knowledge, I use case studies to illustrate the thesis presented in each part. The study also includes my own research of the PR professionals in Poland. The research includes in-depth qualitative studies of advanced PR activities in the visual aspect: the museum of the organization (The Polish Vodka Museum in Warsaw), which I researched using the method of observation and interviews, and the analysis of corporate aesthetics (Disney Corp.). Various rese-arch methods are included. In a visual studies maze of approaches and paradigms, I make the methodological effort to identify those that link visual communication with public relations field.