Pages: 109-119
Codes: DOI 10.7442/2071-9620-2017-9-1-109-119 ΣΔΚ 378.14 ΑΑΚ 74.484.4
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
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