The Infographics Assignment Tiffany Gallicano Gee Ekachai University of Oregon Marquette University @gallicano @FvrythingPR

Karen Freberg University of Louisville @kfreberg

A Qualitative Study of Students’ and Professionals’ Perspectives

“We have become a profession that is brilliant with the written word, but we must become a profession that knows how to show as equally as we tell. There is a huge place for deeper, more informative visuals… which infographics… provide.”

— Richard Edelman, 2012.

Infographics A form of people can use to

in a way that illustrates knowledge, experiences, or events.

Typical Infographic

Typical Infographic

Singular infographic

Comparison infographic

Process flow infographic

Research questions

1.  What are with regard to infographics?

2.   What is the from the perspectives of PR students and professionals?

3.   What can be learned about

from PR students and professionals?

Method

15 interviews with public relations professionals

•  4 from agencies (boutique and global)

•  3 from nonprofits (small and large)

•  3 from companies (local and global)

•  3 consultants

•  2 from government agencies (city and federal)

Method

5 focus groups with a total of 37 students from three universities

RQ 1: Professionals’ experiences

•  Use of donations to a nonprofit •  Health and food access

disparities •  Employee communication •  Annual reports •  Prospecting tool for new business

RQ 2: Value of the assignment

•  Writing skills •  Research skills

•  Visual storytelling skills

•  Portfolio and job opportunities

RQ 3: Teaching tips – good infographics

•  Prune the data to create a narrative arc •  Use visuals that convey

the story •  Apply visual design

principles •  Use footnotes •  End with a call to action

RQ 3: Teaching tips – software

•  PowerPoint and Piktochart are sufficient •  InDesign is good with prior experience

RQ 3: Teaching tips •  Show the different types of infographics •  Discuss professionals’ use of them •  Review design principles •  Critique good and bad examples with the class •  Require a strategic brief

RQ 3: Teaching tips

•  Check students’ content in advance •  Encourage peer feedback •  Create a work day after initial drafts to allow

for continued feedback

Our infographic is available on #prprofs. Find our paper on the AEJMC website. An infographic strategy brief is on SlideShare. Email Addresses derville@uoregon.edu daradirek.ekachai@marquette.edu karen.freberg@louisville.edu

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