The contemporary landscape of educational institutions is undergoing significant transformation, marked by an increasing emphasis on effective communication and stakeholder engagement. This paper explores the multifaceted role of information services in shaping and advancing public relations within educational settings. Drawing upon both theoretical perspectives and empirical studies, the article elucidates how information services contribute to transparency, institutional reputation, crisis management, and participatory governance. The analysis encompasses a variety of educational institutions, ranging from primary schools to universities, and highlights best practices for integrating digital information services into public relations strategies. The research demonstrates that well-structured information services are pivotal in cultivating trust, enhancing institutional image, and facilitating two-way communication between educational organizations and their diverse publics. The study concludes with recommendations for optimizing information services to foster dynamic and sustainable public relations in the educational sphere.

Information services, public relations, educational institutions

Grunig J.E., Hunt T. Managing Public Relations. New York: Holt, Rinehart & Winston, 1984.

Gregory A. Public Relations in Practice. 4th ed. London: Kogan Page, 2015.

Cutlip S.M., Center A.H., Broom G.M. Effective Public Relations. 11th ed. Boston: Pearson, 2012.

UNESCO. The State of Education Information Systems in the Digital Age. Paris: UNESCO Publishing, 2022.

Smith R.D. Strategic Planning for Public Relations. 5th ed. New York: Routledge, 2017.

International Association of Universities. Higher Education in a Digital World: Opportunities and Challenges. IAU Global Report, 2021.

Watson T. Public Relations: The Basics. London: Routledge, 2012.

Valero J.N., Jung K. “Effective Crisis Communication and Public Information Services in Higher Education.” Journal of Contingencies and Crisis Management, 2021, vol. 29, no. 2, pp. 162–170.

Holliman G., Rowley J. “Business to Business Digital Content Marketing: Marketers’ Perceptions of Best Practice.” Journal of Research in Interactive Marketing, 2014, vol. 8, no. 4, pp. 269–293.

Lievrouw L.A., Livingstone S. (eds.) Handbook of New Media: Social Shaping and Consequences of ICTs. London: Sage, 2016.