Информационните графики като актуален инструмент на връзките с обществеността
The necessities for infographics use as a Public Relations instrument.

Author(s): Liliana Zagorcheva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: infographics; motiongraphics; communication; information over-load; trends; public relations
Summary/Abstract: Today’s communication environment imposes challenges to all participants in the communication process – media; company target audiences and communicators. The information overload has become a normal state of mind and the public relations messages (both internal and external for the organizations) have to be more creative in the ways they engage their audiences. Contemporary people are getting increasingly visual in their cognitive behavior and pay more attention to visual stimuli than plain text. The media responded to these needs a decade ago by adopting a more visual approach to data; processes and complex processes. Thus; infographics and animated infographics (motion graphics) have become an effective way to communicate visual messages; processes; points of view; legislation changes and many other different topics. How these tendencies require new techniques to be used by the public relations specialists and how infographics are adding efficiency to the traditional communicator’s set of instruments is the subject of this work. It specifies the particular benefits of visual materials used in each of the specific public relations tools.

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