Metaverse, Disinformation, and Narratives: How Public Relations Adapt to Emerging Contexts?

Abstract

"Strategies for Communication and Public Relations in Emerging Organizational Contexts" explores how Public Relations can help organizations address contemporary communication challenges such as disinformation, the metaverse, and artificial intelligence. The work combines theory and practice, highlighting the importance of ethical strategies, organizational narratives, and innovation to strengthen the relationship between institutions and society.

Divided into three parts, the book presents the theoretical foundations of public relations, demonstrating how narratives and conflict mediation can rebuild trust and reinforce organizational values. It then addresses the practical application of emerging technologies, such as using the metaverse to create immersive experiences and artificial intelligence to personalize messages, always emphasizing ethical responsibility. Finally, it connects communication, science, and culture, emphasizing the preservation of organizational values and the role of public communication in promoting transparency and engagement.