Heading: INNOVATION TECHNOLOGIES ΐT HIGHER SCHOOL
Pages: 109-119
Codes: DOI 10.7442/2071-9620-2017-9-1-109-119 ΣΔΚ 378.14 ΑΑΚ 74.484.4
Title: MANAGEMENT RESPONSIBILITY OF THE UNIVERSITY THROUGH PUBLIC RELATIONS PROMOTION OF SOCIALLY IMPORTANT EDUCATIONAL PROJECTS
Authors: O.V. Perevozova, L.V. Lvov
Abstract: The modern educational environment was formed under the influence of a dynamically changing social order. The mono-functional existence of the university within the framework of the solution of one educational task makes it unstable from the position of competitiveness in the educational environment and obliges to seek new ways of strategic development. To such ways today it is necessary to attribute the formation of social responsibility of universities, their socially significant educational projects, the promotion of which requires knowledge of PR tools. The article reveals the relevance of PR activities as an innovative mechanism for increasing their competitiveness for educational organizations. The practical experience of the Chelyabinsk branch of the Financial University under the Government of the Russian Federation in the field of PR activities is generalized. The tools used to create a university reputation are described: the strategic goal of the institution, the appearance of the educational institution, the advertisement of educational services, socially active activities, media relations, career guidance, interaction with the structural divisions of state institutions and commercial companies.
Keywords: the educational environment, the social responsibility of the educational organization, the socially significant project of the university, the social PR of the university, the PR-promotion of educational projects, the PR activity of the university, the tools of PR-activity
List of references:
1. Blagov Yu.E. The concept of corporate social responsibility and strategic management // Rossiyskiy zhurnal menedzhmenta. – 2009. –T. 2. – No. 3. P. 17-34.
2. Bratushchenko S.V., Seliverstov V.E. Corporate social responsibility of business as an institution of public-private partnership and effective regional and social policy // Region: Ekonomika i Sotsiologiya. – 2010. – No. 4. P. 189-206.
3. Varshavskaya E.Ya. On the development trends of public relations // Marketing. – 2002. – No. 5 (66). C. 68-75.
4. Vereduk O.V. Normative regulation of corporate social responsibility // Vestnik Sankt- Peterburgskogo universiteta. – 2009. – Ή 2. P. 40-49.
5. Gontar E.V. Social investments as a form of manifestation of corporate social responsibility of business // Vestnik Samarskogo gosudarstvennogo aerokosmicheskogo universiteta im. akademika S.P. Korolova. – 2008. – Ή 2. P. 13-21.
6. Lazareva V.N., Perevozova O.V. Problems of PR-technologies realization in state budget professional educational institutions // Modern economy and society: the scientific view of the young. Collection of articles and abstracts of the reports of the XII international scientific and practical conference of students, undergraduates and post-graduate students. – 2016. P. 273 - 276.
7. Lvov L.V. Educational and professional environment as a set of conditions for increasing the effectiveness of the projected pedagogical system // Vestnik CHGPU. – Ή2. – 2014. P. 162-172.
8. Lvov L.V. Problems of modeling professional and educational activities advanced level // Contemporary Higher Education: Innovative Aspects. – 2016. – Ή1. P. 75-88.
9. Odegov, Yu.G. Actual issues of corporate social responsibility of business // Normirovaniye i oplata truda v promyshlennosti. – 2013. – Ή 2. P. 38-46.
10. Pashentsev E.N. Public relations: from business to politics. Moscow, Finpress, 2000. – 229 p.
11. Perevozova O.V. Social PR as an innovative tool to improve the competitiveness of educational institutions // The interaction of universities and enterprises as the basis for innovative development of modern economy: a collection of scientific articles. – 2016. P. 35-38.
12. Pocheptsov G.G. Public relations, or how to successfully manage public opinion. Moscow, Center, 2004. – 336 p.
13. Reus A.G., Zinchenko A.P., Krajchinskaya S.B. Knowledge management in the system of work with the personnel of the corporation. Corporate anthropotechnics. Moscow, Alpina Pablisher, 2012. – 158 p.
14. Sinyayeva I.M. Public relations in commercial activities. Moscow. Yurayt. 2014. – 318 p.
15. Usynin M.V. Modeling ensure productive interaction with the external and internal environment of high school // Contemporary Higher Education: Innovative Aspects. – 2016. – Ή 3. P. 63-70.
16. Kholin E.I. Analysis of the causes of the emergence of PR-activity in the Russian public service // Novaya nauka: Teoreticheskiy i prakticheskiy vzglyad. – 2016. – No. 10-1. P. 107-110.
: