هندسة التواصل المؤسسي في المؤسسات التربوية في ضوء التواصل الرقمي والتقنيات الحديثة
This article aims to engineer institutional communication in educational institutions by defining institutional communication, highlighting its role as a fundamental mediator in educational and administrative practices, and analyzing the relational framework of various stakeholders. It also identifies functions, strategies, and obstacles considering the digital communication revolution’s impact on traditional communication genres. Specifically, widespread internet adoption and emerging technologies have transformed communication. This article explores digital implications communication’s role in activating institutional communication within and outside educational institutions. It concludes that digital communication has broadened institutional communication’s scope, reconfiguring traditional structural elements. By providing educational and administrative digital solutions, it overcomes obstacles. With every party becoming both a sender and receiver of messages, regardless of location, whether through direct or indirect communication, traditional relationships must be reevaluated. (Published abstract)