Possibilities and Limitations of Augmented Reality Practices in Public Relations

Developments in information and communication technologies have diversified public relations practices and tools used in the field. In recent years, augmented reality applications started to be used in the field of communication and increased diversity of tools. In this study, which was designed as a descriptive, augmented reality applications that perform a variety of agencies and brands in Turkey were evaluated and the possibilities and limitations of augmented reality have been discussed in terms of public relations. In this context, although it is considered to have positive effects on interaction, experience, brand loyalty, image and (corporate) reputation, it can be said that the augmented reality practices should be built around a public relations strategy. Applications that do not make sense for publicity without Internet connectivity or smart devices. Thus, augmented reality applicaions should not be considered favorable for every public relations campaign. In addition to this, it is considered that the applications should be subject to further research, especially the reception of the users, and that such applications should be added to the curriculum of education.