A greatly enhancing feature in the present tech environment is Virtual Reality and Augmented Reality, which makes the audience stakeholders. Through immersion, users enter enthralling virtual spaces as distinct from AR that augment the surrounding physical space by overlaying it with digital components. These technologies not only affect many industries but also affect Public Relations (PR) methods that help to stand out in the market.

According to the UnivDatos, increasing adoption of AR/VR for interactive and immersive learning experiences across the globe will drive the scenario of the Indian AR/VR market. As per their “India AR/VR Market” report, the global market was valued at ~USD 4.84 billion in 2023, growing at a CAGR of about 38.3% during the forecast period from 2024-2032 to reach USD billion by 2032.

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UNDERSTANDING VR AND AR

Virtual Reality (VR) constructs complete three-dimensional settings and enables participants to ‘visit’ locations that could only be dreamt of before, ranging from pre-historic times to outer space. The second subtype is Augmented Reality (AR), which extends the real world by adding digital contextual data or elements to real-life scenes improving our sight and functions.

·       Using Virtual Reality and Augmented Reality in Modern Public Relations (PRs)

While gaming, education, and the healthcare industry transform the scope of VR and AR technologies, PR specialists apply those innovations to their activities. The problem with conventional approaches like press releases and media interviews is that they barely grab anyone’s attention. On the other hand, VR and AR are relatively new platforms to give quite different approaches to interaction and with higher impact.

·       Where Technology Meets Art – How PR Storytelling Is Enhanced By Virtual Reality

VR revamps the concept of narratology in PR by foregrounding the audience as active participants in a narrated world. With VR experiences, consumers interact with brands, establish profound emotions, and, therefore, brand loyalty in any product introduction or a social cause.

·       Bridging Worlds with AR

AR enriches rather physical exchanges between consumers and brands by presenting consumers with access to digital content through AR markers. This interactivity can build unique experiences, make consumers try products virtually, or make consumers experience the object or product in his or her setting; it enhances customer experiences and knowledge.

THE INTEGRATION OF VR AND AR IN PR CAMPAIGN

Ø Virtual Events: VR is useful in staging events and press conferences which assist in reaching out to a large group of people, and at the same time offering useful demographic data.

Ø Virtual Showrooms: Consumers can be provided with 3D virtual showrooms; this makes it easy for them to engage themselves with the products making the purchase decisions more trustworthy.

Ø Interactive Publications: AR introduces interactivity to print media converting dull content to lively videos, animations, and 3D models.

Ø AR-Powered Social Media: Augmented reality filters on social media sites such as Instagram and Snapchat enhance the exposure of brands and their associated content while creating opportunities for users to create information that extends brand coverage.

Ø Influencer Marketing with AR: Based on AR, partnerships with social media influencers provide memorable advertising campaigns that build direct engagements and product credibility.

Recent developments in the market:

·       In October 2023, Shemaroo Entertainment launched a new metaverse content destination, ShemarooVerse, on the JioDive VR Headset, a smartphone-based VR headset intended to raise awareness and increase the adoption of XR (Extended Reality) experiences across India.

·       In October 2022, Bharti Airtel, India's premier communications solutions provider today unveiled India’s first immersive Virtual Reality (VR) advertisement powered by 5G. The advertisement format on the Airtel Thanks app opens new avenues for brands to engage with consumers in an immersive environment that was previously not possible in the traditional advertising paradigm.

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Conclusion

With the help of VR and AR technologies, PR practitioners in India can redesign their strategies, creating unique experiences, and placing brands on the leading edge of modern communications. Adopting these technologies helps one take consumers and stakeholders in the brands to another level to guarantee a victory in the new era of PR.

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