FEATURES OF COMMUNICATION OF UKRAINIAN HIGHER EDUCATION INSTITUTIONS WITH PROSPECTIVE STUDENTS ON MEDIA PLATFORMS: A CASE STUDY OF DNIPROVSKYI STATE TECHNICAL UNIVERSITY, POLISSIA NATIONAL UNIVERSITY, AND IGOR SIKORSKY KYIV POLYTECHNIC INSTITUTE

Abstract

This article provides a comprehensive analysis of the peculiarities of communication strategies used by Ukrainian higher education institutions (HEIs) to engage with applicants on media platforms. The relevance of the research is driven by the intensified competition for applicants amidst the full-scale invasion, demographic crisis, and migration processes, which have transformed digital platforms into key tools for student recruitment. The study aims to identify and analyze the communication strategies of three distinct Ukrainian universities: the National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” (KPI), Polissia National University (PNU), and Dniprovskyi State Technical University (DDTU).The research is based on an empirical analysis of the content, structure, and functionality of the official websites and social media pages (Facebook, Instagram, Telegram, YouTube) of the selected HEIs for the period 2022–2025.The analysis identified and characterized three distinct communication models. Igor Sikorsky KPI demonstrates an “institutional-network” model – a complex, decentralized system with an extensive ecosystem of resources, including a unique network of Telegram channels for each faculty, ensuring maximum reach and specialized information. Polissia National University implements a “targeted-supportive” model – a more centralized approach focusing on the quality of a few key channels, particularly a single Telegram channel for applicant support, which is optimal for regional HEIs. Dniprovskyi State Technical University adheres to an outdated “information-broadcast” model, characterized by passive information delivery, a weak social media presence, and a digital branding crisis, rendering it uncompetitive.The conclusion emphasizes that the choice of strategy depends on the resources and scale of the HEI. Practical recommendations for Ukrainian universities are formulated, including conducting a digital presence audit, developing an integrated strategy, actively using Telegram for applicant support, focusing on the informativeness and credibility of content, applying storytelling to build trust, and being prepared for crisis communications.