The Advantage of Graphic Design in Public Relations

Most people forget or simply don’t understand that design can make or break a PR campaign. They may put their whole concentration on the campaign than the visuals, branding, and design aspects that go with it. The goal in Public Relations is to make a brand that is visible, easily accessible for the public, and eye catching. It is about managing reputation and conveying the message to the target audience with the right design visuals though the right ad channels. All of these things go hand in hand with the design of the product or company because that is what the public will see and recognise as part of a campaign.

Consistency in branding is fundamental, because it makes it easier for the public to recognise a brand and helps them see how extensive a brand can be. When you have the same logo on every website, social media page, and advertisement, more people will see it and recognise it. It’s crucial how a company portrays itself, the more the brand is exposed, the more the public will take notice of it and remember it.

The more straightforward a company is about their goals and other important information, the more likely the public will be to trust the campaign. Accessibility like this is only possible with a strong and consistent design at its core. Have you had the experience, going on a website and whatever you do you can’t seem to find the information you are looking for? A messy or confusing website can cause the most important information to become difficult to find. It can get very frustrating, and it can turn people off a brand because it makes the brand seem less trustworthy. In PR and Communications, you want to make it as easy as possible for people to navigate the company and find what they need to know in seconds.

Design can speak lauder than words, not that words are not important, but they do have to go hand in hand together. A designer’s goal is to translate the campaign and communication strategies of the company into a beautiful system that works in all forms. Design’s purpose is to get the information across clearly and effectively, in an interesting and engaging way to draw in customers.      

Therefor remember that a good PR campaign is when it’s incorporated with the right design and visuals. Take the advantage of design and make your campaign, brand or company even stronger and more memorable to the public.

The Ability to Communicate Design Compellingly

Where is the gain in being extraordinary if you can’t communicate your ideas and processes, design concepts, and principles effectively?

While we are in an age of endless communication channels and inspirational conversations around design, the ability to communicate design compellingly is an area in which designers need to improve.

Nowadays, it isn't enough for a designer to only solve problems or create solutions. You are often in a situation where you attend big meetings with different experts and there comes the time, where you need to present your work and be able to articulate your ideas and concepts effectively, so that you can be heard and your ideas be taken serious. Without the support from your team, your ideas will go very probably, nowhere. There will always be others involved in the decision-making process, and it is crucial to have support from your colleagues if you want to see your ideas taken forward.

Communicating design concepts and principles, ideas, and solutions in an empathetic and practical manner will help you get your message across, but being able to listen to others is of equal importance. Taking your team’s feedback into account goes a long way to making people feel they are being heard and appreciated, and they will be far more likely to support your design decisions down the road.

As from my work experience, who has worked for over seven years as a graphic designer with companies in different industries and individuals starting their own business, I have learned that communicating design compellingly is a “skill” that is of great importance for each one of us that want to grow in the design world.

Having the expertise to communicate design successfully will demonstrates intelligence and understanding of the business and respect for others. Knowing how to articulate design approach assures businesses and stakeholders you can be trusted and have the required 

competence to complete the job. It also proves purpose, validating that you have thought about their solutions and that there is logic to your approach.

It is important for designers in a role of authority to have the ability to lead, inspire, and motivate teams as well as communicate with other authority figures. Communicating up is a skill in itself, but as with explaining your design decisions, it’s about understanding what makes your superiors tick and understanding their priorities.

So why should you, as a designer become a better communicator?

To be able to convey design solutions to non-designers
- For a project to run smoothly, it is critical that designers articulate their research and design solutions to their team or clients effectively

To get support from the team
- It is essential to have your colleagues support if you want to see your ideas taken forward

To be heard and understood
- To engage with your client productively, it is important to speak slowly and clearly
- Effective speaking means saying what you want clearly and directly, whether you are communicating     with someone directly or via email

To talk business
- If you want to have a space at the head of the table as a designer and to be able to grow, you need to be able to talk business

Design as a profession is no longer single-skilled. It is essential that designers focus not only on cultivating their abilities with the creative tools they use but also on improving to communicate clearly and effectively. Fortunately, good communication habits can be improved by planning, preparation, and regular practice. 

Remember, it’s a skill and it can be learned.