Building University Identity. How Institutional Communication Shapes Higher Education Image in Journalism and Communication Domains

Institutional communication is crucial in shaping the identity and reputation of higher education institutions, influencing student engagement and academic positioning. University branding and strategic communication foster trust, transparency, and institutional prestige, yet aligning communication efforts with student expectations remains a challenge. Despite research on university image management, there is limited understanding of how journalism and communication faculties, particularly in Eastern Europe, are perceived by key stakeholders. This study examines the Faculty of Journalism and Communication Studies (FJCS) at the University of Bucharest, Romania, analyzing institutional communication perceptions among final-year students and admission exam candidates. Over 300 surveys were administered during the July 2023 entrance examination and the first semester of the 2023–2024 academic year. Findings reveal a discrepancy between students’ initial expectations and their actual experiences with faculty communication. The statistical analysis identified a strong correlation between student satisfaction, institutional trust, and communication effectiveness. Interpreting both quantitative and qualitative data, the study proposes strategic directions for enhancing student-faculty interactions and optimizing institutional messaging. The results underscore the need for audience-tailored communication strategies to strengthen the faculty’s academic reputation and institutional image in an increasingly competitive educational landscape.