The Usage of Green Gamification for Public Interest Function of Public Relations

Abstract

In recent years, rapidly developing communication technologies change the way of life, habits of the people, and also the structures, business processes and policies of the institutions. Public relations, which is considered as a management function in institutions, is constantly developing and changing its tools and methods accordingly. Public relations, which establishes a bridge of communication between the institution and its target audiences, also tries to fulfill the obligations of institutions to provide public interest. Public relations, which tries to integrate the opportunities and tools of the changing digital world into communication activities, has to renew its projects for public benefit within the scope of this integration in terms of form and tool. Green gamification is a field used in the public interest in the world, mobilizing target groups in social sense and creating social sensitivity. Throughout the history, although the purpose of the games remained similar, their forms and tools have changed. Today, games have become one of the major tools in the digital world. The games and gamification studies offered by the digital world for public relations appear as an important tool for ensuring the continuity, interaction and diversity of the relationship established while entertaining the target audiences. Today, institutions have to work with multiple channels in order to reach the individuals who are constantly changing and transforming their wishes, habits and expectations. Within the scope of 360-degree communication, public relations must integrate each work and each communication tool. In this regard, with the aim of creating attitudes and behavior change in the individuals within the frame of public interest, many examples from the world are encountered when the green gamification activities used in the digital world by public relations are examined. However, it is seen that the institutions in Turkey haven't developed themselves sufficiently in this respect. In this study, it is aimed to present a proposal for a model for Turkey by examining the green gamification studies which have started to spread around the world and found its area of execution in the frame of public interest.