دراسات وأبحاث
Volume 17, Numéro 5, Pages 169-186
2025-11-05
The Future Of Public Relations In Universities Amid Digitalization: Challenges And Solutions –university Of Guelma As A Model
Authors : Rouabhia Meriem . Oulhi Henen .
Abstract
Abstract: In light of the increasing significance of digitization in public relations within higher education institutions, this study examines the key challenges faced by universities in adopting digital strategies for public relations. The research aimed to assess the current state of digitization and gather insights from faculty members, students, and administrative staff. The Faculty of Humanities and Social Sciences was selected as the study site, with data collected using surveys and interviews. The results revealed the extent to which the Faculty of Humanities and Social Sciences has embraced digitization in its public relations strategies, both at the administrative and educational levels. The university provides the necessary tools and devices that facilitate the digital workflow and help students effectively complete their academic tasks. However, several challenges were identified, including the need for cultural shifts within the organization, data security concerns, and the financial costs of implementation. Successfully achieving digital transformation requires continuous efforts to overcome these challenges and maximize the benefits of digital technologies in enhancing both academic and administrative services. As a result, we recommend prioritizing investments in infrastructure, technology, and modern digital systems to support learning, teaching, and university management.
Keywords
Digitization ; Public Relations ; Challenges ; University Institutions
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