Exploring the Potential of Immersive Media
By Donna Z. Davis, APR, Ph.D.
November-December 2023
What do you picture when you think of immersive media? The term may conjure different images depending on your experience with immersive tools such as augmented reality (AR) and virtual reality (VR).
Immersive media has become an inevitable addition to the communication toolbox for PR professionals. Whether you embrace it now or later, it’s bound to become a significant aspect of your work.
This isn’t the first time that communication has undergone a transformation. Over a decade ago, some PR professionals were hesitant to use social media platforms, but now they are an essential tool for building communities and engaging with audiences. Similarly, we are now at a moment where immersive media is becoming an essential part of communication.
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Donna Z. Davis, APR, Ph.D.
Donna Z. Davis, APR, Ph.D., is an associate professor and director of the Immersive Media Communication Master’s program and the Oregon Reality (OR) lab at the University of Oregon’s School of Journalism and Communication in Portland. She brings more than 25 years of experience in public relations to the classroom, including 10 years as producer and host of “Family Album Radio,” an award-winning program distributed through NPR.
