DIGITAL COMMUNICATIONS IN THE SYSTEM OF UNIVERSITY PR ACTIVITIES

In the context of the digitalization of the educational environment, digital communications have become an essential component of university PR activities. This article examines the role of digital communications within the PR system of technical universities in the Republic of Kazakhstan. The purpose of the study is to determine the level of implementation of key PR functions in the digital environment and to assess their compliance with the normative PR model. The methodological basis of the research is a structured content analysis of official websites and digital platforms of six technical universities using a functional approach (informational, dialogic, service, and reputational functions). The results show that informational and reputational functions are implemented most consistently, while dialogic and service mechanisms are integrated less systematically. The scientific novelty of the study lies in the systematic consideration of digital communications as an element of university PR activities based on measurable evaluation criteria. The practical significance of the research is associated with the possibility of applying the findings to improve digital PR strategies of higher education institutions.