<![CDATA[Digital transformation in higher education has reshaped how universities communicate, establish legitimacy, and maintain stakeholder trust. In Islamic higher education, digital communication must reflect organisational effectiveness, ethical consistency, and religious identity. This study examines meaning construction and negotiation within the R-U-M model (Religiosity, Utility, and Modernity) of Digital Prophetic Public Relations at Universitas Muhammadiyah Jakarta (UMJ). Using a constructivist paradigm and Max Weber’s theory of social action, the study adopts a qualitative case-study design. Data were collected through semi-structured interviews with university leaders, public relations and digital communication personnel, and student representatives, complemented by institutional documents and university digital media content. Data were analysed through thematic coding and interpretive analysis to examine how social actors construct meanings around digital public relations practices. The findings show that digital public relations at UMJ functions not merely as an information-dissemination mechanism but as a dialogic and symbolic space where religiosity, utility, and modernity are continuously negotiated. Religiosity provides the ethical foundation, utility emphasises responsive and stakeholder-oriented services, and modernity reflects institutional adaptation to technological and social change. The prophetic values of shiddiq, amanah, tabligh, and fathonah are translated into operational communication principles, while digital services can function as a contemporary form of da’wah. The R-U-M model therefore provides an ethical and contextually grounded framework for strengthening sustainable institutional reputation in Islamic higher education. The study concludes that digital public relations should be developed as an ethical, dialogic, useful, and socially transformative practice rather than merely a managerial instrument for image projection.]]>
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