Full Description
The field of public relations is changing - the look of a message is now just as important as the message itself. Louder Than Words is the first book that presents the fundamentals of visual communication to public relations practitioners. Whether you're a just starting out in the field, or have experience using social media platforms with graphic design tools built in, the information offered in this book will give you the knowledge you need to make your designs have the kind of impact that speaks louder than words.
Louder Than Words describes fundamental theories of public relations principles, layout and graphic design fundamentals, and case studies that illustrate how messaging and storytelling have shifted in public relations over the last twenty years with an increasing emphasis on the visual quality of communication. This book is the first of its kind in uniting public relations theory and graphic design, two areas that have historically been taught in separate departments at the university level (Department of Communication vs. Department of Art/Graphic Design—one is theory based and the other is practice based). For future students and practitioners, Louder Than Words demonstrates the potential for more in-depth discussions on the need and significance for this kind of interdisciplinary approach to visual communication.
Contents
preface
introduction
American Origins of Public Relations
Swaying Early Adopter
The White Paper
The Press Release
Timeline/ Public Relations: Into the Digital Age
01 / public relations: Theories & Strategies in Brief
Diffusion of Innovation Theory
Adopter Categories
Agenda Setting & Agenda Building Theory
Timeline / The Power of Agenda Building
Two-step Flow Model
Framing Theory
Situational Crisis Communication Theory
PESO: Paid, Earned, Shared and Owned Media
RPIE: Research, Planning, Implementation & Evaluation
02 / logic & magic
Bridging the Gap
The Shift
03 / graphic design
Graphic Design tells Stories
Storylines
Outline/The Narrative Arc
Who are you Designing for?
04 / design layouts
The Grid System
History
Types of Grids
Rule of Thirds
Rule of Odds
The Golden Ratio
Notable Designers
05 / typography
What is Typography?
What does Type do?
Hierarchy
Categories of Type
Pairing Type
Emphasizing Type
Putting Type in a Box
Kerning & Leading
Typesetting Guidelines
Widows & Orphans
06 / composition
Principles
Proximity
Alignment
Contrast
Repetition
Balance
Proportion
Space
Movement
07 / color
Color Wheel
Color Theory
Subtractive
Additive
Color Themes
Complementary
Split Complementary
Analogous
Triadic
Monotone/Monochromatic
Other Terms
Warm vs. Cool
Putting Colors Together
CYMK & RGB
