Ready, communicators: Communications and public relations in the metaverse

Editorial

Abstract

As the metaverse becomes less of a niche for the tech-savvy few and more of a reality for the general public, practitioners and scholars will need to reassess their previous understandings of communications theory, tactics, and practices. This editorial discusses some of the issues presented by these new virtual environments, before suggesting opportunities and methods in which communicators can rise to these challenges. Also featured in this editorial are introductions to the theme and articles featured in this publication, as well as sincere thanks and acknowledgements to the editors and supporters without whom this issue would not have been possible.

Keywords: metaverse, virtual reality, avatars, technology, communications, public relations