University Institutional Communication: An Analytical Study of Patterns and Tools

Abstract

This study aims to analyze institutional communication within the university as a fundamental pillar for improving university governance and enhancing academic and administrative performance. It adopts an analytical approach to highlight the concept and importance of institutional communication in the university context, with a particular focus on its main patterns, including internal and external communication, as well as digital institutional communication. The research also examines the various traditional and digital communication tools used within universities and their role in information management, coordination of efforts, and improvement of service quality. The study concludes that the success of the university in fulfilling its educational, research, and societal missions largely depends on the adoption of a clear and effective communication strategy based on transparency, interaction, and openness to the external environment, thereby strengthening trust and institutional identity.