The Design Turn for the Management of Public Relations: Emerging Challenges for Communication Professionals using Design Practices
Résumé
Design as a profession differs from other communication practices in its
sociopsychological and epistemological features. These features need to be
considered to understand recent public relations strategies (Taylor & Botan, 2004).
We analyze design practices and identify the five essential features which should be
taken into account in the management of public relations: 1) the aspect of (necessarily)
tolerated randomness; 2) the rejection of explicit methods and theory; 3) emotions asa constant, but implicit, background disposition of practices, and as a finality via the
desirability paradigm; 4) a tendency towards auto-centered working perspectives; and
5) a large share of determined logics contrasting with creative sparks. We demonstrate
that these features are implicit in the discourses and practices of designers, and we
confront these features with our assumption that design practices are grounded in the
Dasein (referring to Heidegger, 1963/1927) of designers. These features raise
management challenges. The rationalization of design practices and the
democratization of design tools make design more easily realizable by non-designers
like communication professionals; consequently, other communication professionals
are also pushed to consider these features of design practices. In the future, design and
communication professionals will collaborate even further. The results of this
research represent an ongoing challenge
Domaines
Sciences de l'Homme et Société
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