The increasing importance of digital visibility has reshaped how universities build and maintain their institutional reputation in the global academic environment. This study aims to examine how media relations strategies contribute to strengthening university digital visibility within the Webometrics framework. A qualitative case study approach was employed to explore communication practices within a university context. Data were collected through in-depth interviews with communication officers, IT staff, and Webometrics managers, as well as focus group discussions with journalists. The findings reveal that digital visibility is influenced not only by content production but also by the integration of media relations practices, website performance, and journalistic content value. Technical aspects of the website, including accessibility, stability, and mobile responsiveness, function as prerequisites for media referencing. In addition, content characteristics such as timeliness, storytelling, and relevance determine whether institutional information is reproduced by media. Although internal actors demonstrate a strong understanding of Webometrics indicators and the importance of backlinks, media relations practices remain focused on information dissemination rather than strategic digital connectivity. Structural constraints, including editorial policies and limited formal partnerships with media institutions, further restrict the generation of active backlinks. This study concludes that media relations must be repositioned as a strategic mechanism for producing external digital references that enhance visibility indicators and institutional reputation. The study contributes to communication research by linking media relations practices with digital visibility outcomes in higher education.
Keywords: Media Relations, Digital Visibility, Webometrics, University Reputation, Digital Communication
