Formation of Higher Education Instituion Image: Objectives, Approaches, Mechanisms

Elizaveta Podolskaya People's Ukrainian Academy of Humanities, 27 str. Lermontovskaya, Kharkiv 61024, Ukraine
Victoria Marenich Kharkiv Regional State Administration, 64, vul. Sumska, Kharkiv, 61000, Ukraine; Kharkiv University of Humanities People's Ukrainian Academy, 27 st. Lermontovsky, Kharkov 61024, Ukraine

Keywords: image, public relations, publicity, prestige, reputation

Abstract

Notion of “Higher Education Institution Image” is analyzed in the article. The potential of the main theoretical approaches to the study of relevant phenomenon is revealed. Types of PR-activity in the field of provision of educational services are described. Attention is focused on the specificity of media-relations. The need for sociological researches aimed at studying of the effectiveness of PR-activities and mediarelations in education is emphasized.

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Author Biographies

Elizaveta Podolskaya, People's Ukrainian Academy of Humanities, 27 str. Lermontovskaya, Kharkiv 61024, Ukraine

Doctor of Sociology, Professor, Head of the Department of Philosophy and Humanities, e.podolskaya@gmail.com

Victoria Marenich, Kharkiv Regional State Administration, 64, vul. Sumska, Kharkiv, 61000, Ukraine; Kharkiv University of Humanities People's Ukrainian Academy, 27 st. Lermontovsky, Kharkov 61024, Ukraine

начальник Управления по делам прессы и информации; Competitor of the Department of Sociology, vikamar70@gmail.com

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