ABSTRACT
This chapter describes that non-textual domains of media and communication have been left largely unexamined within the field of public relations (PR) and strategic communication. It progresses the need to seek out and bridge conceptual divides with other, related fields, such as cultural and critical theories, design and anthropology. Starting an exploration of the visual and spatial aspects of the fields will play a significant role in closing – or at least, beginning to close – a conceptual gap in the literature. The internet, and the digital media technology arising in parallel, has driven an exponential growth in visual communication through the creation and sharing of images ‘of all kinds, from photographs to video, comics, art and animation. PR as an academic discipline needs an understanding of how the PR function works and how it is influenced by and influences social structures. The chapter also presents an overview of the key concepts discussed in the book.
