Metaverse is a concept that has been very popular lately. It offers a world where real and virtual coexist, where users can interact with each other. Metaverse is etymologically derived from the words "meta" and "universe" and means "beyond the universe". It is known that the concept of metaverse was first used in the novel "Parasite" published by Stephenson.
The concept, which came to the fore with Facebook's updating its name as "Meta" in 2021, creates a new public space when viewed from a communicative dimension. It is possible to consider the metaverse as a new public space in public relations, where relations are managed strategically to provide intangible values such as mutual understanding, common ground, and common benefit between institutions or brands and target audiences. It appears as a new platform for public relations specialists to communicate between the institutions or brands they work with and their target audiences.
Virtual environments, which have become more ingrained in our lives with the Covid-19 Pandemic, are areas where target audiences spend time. Metaverse has become a platform alternative to capture target audiences and establish long-term relationships by communicating with them. When considered together with the structure of the digital environment that allows personalization and interactivity, conducting public relations activities over the metaverse can provide some advantages. In this context, the positioning of public relations specialists in the metaverse for institutions or brands and developing strategies for this virtual environment; can help them reach their target audiences and effectively manage their relationships with them.
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