COMMUNICATION MANAGEMENT IN EDUCATIONAL INSTITUTIONS UNDER DIGITAL TRANSFORMATION: CHALLENGES AND PROSPECTS INTRODUCTION

Abstract

The article examines the theoretical foundations and current trends in the development of communication management in educational institutions under conditions of digital transformation. The relevance of the study is determined by the rapid integration of digital technologies, cloud services, learning management systems, corporate communication platforms, electronic document management systems, analytical tools, and generative artificial intelligence, which fundamentally transform managerial interaction and create new requirements for organizing internal and external communications. The aim of the study is to substantiate the theoretical foundations of communication management in the context of the digital transformation of education, identify the major challenges affecting its development, and outline promising directions for improving digital communication in educational institutions. The research employs a set of complementary methods, including analysis, synthesis, generalization, the systems approach, comparative analysis, and forecasting. The scientific novelty of the study lies in providing a comprehensive analysis of the transformation of communication management under the influence of digital technologies, highlighting the role of digital leadership, data-driven management, and evidence-based management, and substantiating the need to develop an integrated digital communication policy for educational institutions. The findings demonstrate that digital communication is evolving from an auxiliary information exchange tool into a strategic management resource that enhances interaction among all participants in the educational process, improves transparency, increases the efficiency of managerial decision-making, and supports institutional development. The study identifies the advantages of using digital platforms, cloud technologies, electronic document management, analytical services, and generative artificial intelligence in educational management. It also analyses the major challenges associated with information overload, cybersecurity, the digital divide, the ethical use of artificial intelligence, and the development of digital culture. The practical significance of the research lies in the possibility of applying its findings to improve communication management systems, develop digital transformation strategies, strengthen digital leadership, and enhance the effectiveness of managerial communication in educational institutions.