Transformations in Digital Practices in University Public Relations: A Study of Website Usage Patterns among Media Students

Abstract

This study aimed to identify the digital transformations in university public relations practices through examining the patterns of university website usage among Media students at the University of Baghdad. It also sought to measure the level of students’ reliance on university websites, identify their motives for use, assess their satisfaction with the services provided, and explore the role of these websites in enhancing university public relations performance.The study adopted the descriptive analytical method and used a questionnaire as the main data collection tool. The questionnaire was distributed to a sample of 150 Media students at the University of Baghdad. The instrument consisted of five main dimensions: reliance on university websites, motives for use, followed services and content, satisfaction with university websites, and the role of websites in developing university public relations.The findings revealed a high level of reliance on university websites for obtaining academic information and services. The results also showed that informational and service-related motives were the primary reasons for website use. Examination results and academic schedules were found to be the most frequently accessed content. Furthermore, students expressed a high level of satisfaction with the performance of university websites.The study concluded that digital transformation has significantly contributed to improving university public relations practices, enhancing communication between universities and students, and strengthening the role of university websites as an effective digital public relations tool in higher education institutions.