SPECIFICITY OF RELATIONSHIPS OF HIGHER EDUCATION STATIONS WITH BASIC CONTACT GROUPS

Abstract

Purpose of Article is to find out the specifics of interaction with contact groups in higher education institutions. Methodology. To efficiently achieve the purpose of the study, the author used the analytical method which enabled to analyze and determine the specifics of the relations of higher educational establishments with the primary contact groups. Scientific novelty. The conditions of efficiency and expediency of communication between the target groups and the educational institution are investigated, the specificity has been clarified. Conclusions. The consideration of the interaction specifics of higher education institutions with the main contact groups in the system of higher vocational education indicates the need for a communication policy that should determine the progress of educational services and programs at the decision-making levels. Establishing a communication service at a university will increase the competitiveness of an educational institution. A program formation of positioning universities at the market which would satisfy all target audiences is difficult because the image and reputation of the university affect a large number of tangible and intangible factors.