THE USE OF VISUAL CONTENT AND AUGMENTED REALITY FOR PUBLIC RELATIONS CAMPAIGN ON SOCIAL MEDIA IN ANAMBRA STATE

Authors: Chioma Ifeoma Agbasimelo, PhD & Ngozi Duru, PhD

ABSTRACT

Social Media and Public Relations have been intertwined for a number of years. Social Media is a significant part of any PR strategy, it has a much faster response time and a wider audience engagement than PR techniques of old. Social Media affords individuals an opportunity to show a different side of themselves and allows a brand to show more of its personality. With this shift, PR- enabling phenomena such as selfies, Instagram and Snapchat filters, Facebook Live and Periscope, have become completely ingrained into our day-to-day lives. The rising trend of visual content in Social Media means that PR will not only have to adapt to a new type of content but also a new format for successfully delivering brand messages. The study examined the Use of Visual Content and Augmented Reality for Public Relations Campaigns on Social Media in Anambra State. The study anchored on Grunig and Hunt’s Public Relations Model and Technological Determinism Theory. The population comprises Public Relations professionals in Anambra State. Survey Research Method was used to solicit information. The purposive sampling method was used to gather data for the study. The study revealed that social media has already adapted visual content with the successes of Facebook Live and Instagram stories. The study revealed that by utilising visual content on social media, brands can engage in a more direct way with the audience. The study recommends that organizations, businesses and parastatals should adapt visual content and augmented reality format for successfully delivering brand messages and that there is a need for PR professionals to have new skill sets, to be able to effectively film and edit visual content.

Keywords: Visual Content, Augmented Reality, Social Media, Public Relations, Campaign

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