APPLICATION OF PR-TECHNOLOGY WITHIN FORMATION OF IMAGE OF SOCIO-CULTURAL SPHERE HIGHER EDUCATION
DOI:
https://doi.org/10.32461/2409-9805.1.2018.150436Keywords:
PR-technologies, image formation, higher education institutionAbstract
Purpose of Article. The work aims to establish the specifics of the process of forming the image of higher education institutions in the sociocultural sphere using PR technologies. Methodology. To efficiently achieve the aim of the research, an analytical method was used that allowed to analyze and determine the processes of formation of the image of higher education institutions using PR technologies. Scientific novelty. The effectiveness and suitability of using PR-technologies in the creation of the image of higher educational institutions were investigated. Conclusions. The image is a social image that strives for efficiency. Formation of a compelling vision of the more senior educational institution and its support influence the strengthening of positions in the market of educational services, and also shows the level of development of education in the region and the country, strongly influences the image of Ukrainian education. An effective strategy for building a positive model of a higher education institution is an instrument of shaping the perception of higher education institutions by various participants and stakeholder groups and increases the potential for its competitiveness.
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