A Functions of Visual Public Relations. On Visual Meaning-Making in PR Practice

Abstract

The paper presents the functions of public relations from visual communication standpoint.The argument for iconic turn application into public relations theory is provided. Next, the paper de-scribes three main functions of images in PR: informative, persuasive and aesthetic. The essay is atheoretical realisation of socio-cultural paradigm in a public relations theory. Contemporary public’sinteractions with visuals are dynamic. The constructivist approach stresses the role of knowledge inperception and therefore it is against the simplistic nativist approach to perceptual activity. It allowsrecipients’ behaviour to be generally appropriate also to non-sensed object characteristics. The pub-lics remaining in the dialogue with an organization, learn specific aesthetics and perceive specific in-stitutional visual stimuli. The paper indicates the need for interdisciplinary research in both visual andorganizational communication domains. Such application of PR encompasses constant researching,conducting and evaluating communication programs to achieve the informed public understandingnecessary to the success of an organization’s aims