New Perspectives in Science Education

The digital transformation of higher education has reshaped institutional communication, stakeholder interaction, and reputation management. Universities operate in complex media environments characterized by information overload, platform competition, and increasing expectations for transparency. In this context, traditional academic public relations models based on linear communication are no longer sufficient for sustaining institutional visibility and public trust.

This study proposes an integrated model of academic public relations combining artificial intelligence, immersive digital technologies, and data-driven communication strategies. The objective is to examine how AI-supported communication systems and virtual environments influence institutional reputation and stakeholder engagement in higher education.

A mixed-method research design was applied. A quantitative survey was conducted among 750 respondents from four Bulgarian universities, including students, academic staff, and administrative employees. The data were analyzed using descriptive statistics, correlation, and regression analyses to identify relationships between communication formats, digital behavior, and institutional trust. Predictive machine learning models were also employed to examine engagement patterns. The analytical framework is grounded in contemporary theories of strategic communication and reputation management (Larisu & Zulham, 2024).

The proposed model integrates immersive tools such as virtual and augmented reality, photogrammetry-based 3D environments, and AI-generated communication content. These technologies support interactive and personalized communication between universities and stakeholders. The findings indicate positive relationships between immersive digital content and engagement levels, particularly among younger audiences.

The results confirm that university reputation is increasingly shaped by technological mediation, communication consistency, and perceived institutional openness. These conclusions align with recent research emphasizing the strategic role of digital transformation in institutional identity (Fernández-Gubieda & Gutiérrez-García, 2025).

The study concludes that academic public relations should be understood as a strategic institutional system rather than a supportive administrative activity. Integrating artificial intelligence, immersive technologies, and data analytics into communication planning enhances trust, strengthens engagement, and improves universities’ competitive positioning.

Keywords: academic public relations; artificial intelligence; virtual reality; higher education communication; digital transformation; reputation management

REFERENCES

[1] Fernández-Gubieda, S., & Gutiérrez-García, E. (2025). University reputation overlooked: A systematic literature review of an under-researched concept. Corporate Reputation Review. https://doi.org/10.1057/s41299-025-00234-5

[2] Larisu, Z., & Zulham, Z. (2024). Crisis communication on social media: Managing reputation and maintaining public trust. Journal of Dialogos, 1(4), 19–29. https://doi.org/10.62872/dp3kv868