What do you think about when you hear the terms “graphic design” and “public relations”? Do you think of the two as teammates, or are they on two different playing fields?
As the Public Relations intern for Providence Strategic Consulting, Inc. it is my job to use my background in design to help build, rebuild, or maintain the state of the relationship between our clients and their presence in the public.
Graphic design can be explained as the art of communication and problem solving through imagery and public relations creates and preserves relationships between brands and the public (often using imagery). Using art to communicate effectively? How cool is that!
Providence uses graphic design to execute their effective public relations strategies and I wanted to share with you the Top 3 Ways Graphic Design and Public Relations go Hand in Hand!
- Creating Identity Designs for Building Brand Awareness
Building brand awareness includes creating all identity designs for the client. Some examples of identity designs are the company logo, business card, and a letter head. It is up to Providence to then use those designs to promote the client company in ways that are appealing to potential customers.
When it comes to creating logos and a brand’s identity, you want to create successful designs that act as the accessory to the company. Brand identity needs to be viewed as the earrings or a great outfit that enhance the beauty of an already great company and not something that is so overbearing you are distracted by the design.
- Creating Designs for Social Media
Once the brand has been established with identity designs and the foundation of the brand’s presence with the public has been built, graphic design is used to create content to maintain that foundation.
For example, if the brand has social media accounts, then it is up to the graphic designers to create content on those social media accounts. It is important to note that the content on social media needs to be top notch, engaging, and serve more of a purpose than to just communicate information. Using imagery, typography, and a visual hierarchy, graphic designers create designs that are memorable and communicate information in an appealing way.
Successful relationships are built on strong foundations. Foundations are created with intriguing designs that accurately portray the purpose of a brand; thus, the designs continually support the brand in the eye of the public.
- Creating Designs for Events
Beyond creating identity designs and content for social media, graphic designers at PR firms are also responsible for creating designs for events put on by client companies.
One instance of this would be if a client’s store was being remodeled and Providence was planning a re-opening event, it would be up to the graphic designers to create flyers, banners, t-shirts and other promotional materials for the event. Much like creating brand identity, the designs created for events are to accessorize what the event is about. You want to ensure the designs are inviting and will attract as many customers to the re-opening event as possible!
Successful public relations strategies really would not be as effective without the use of graphic design. Problem solving with imagery keeps content interesting, and I’m sure we can all agree when we just see words on a page or a screen we are less likely to pay attention to what is being conveyed!