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.

中文翻译：

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公关实践中视觉转向的现状

虽然大多数公共关系和战略传播研究都集中在文本元素上，但这一贡献将重点转移到了视觉元素日益增长的重要性上。理论背景基于视觉理论和战略媒介化的概念。通过对 3,387 名欧洲传播专业人士的大规模定量调查，本研究是传播专业人士关于视觉传播观点的第一个实证证据。因此，本文凭经验证明了战略沟通的视觉转向。尽管从业者从一开始就在使用视觉元素，但只有少数人通过健全的管理流程指导这些活动。