In the era of digital transformation not only the commercial en- terprises business models are changing but also the universities ones, in par- ticular, their communication activities change. The article studies the current approaches of higher education institutions to forming a positive business rep- utation and managing reputational risks in the digital media field. It defines the expectations of various stakeholders from the activities of higher education institutions and also considers what universities expect from interaction with partners. Possible points of contact with target audiences are looked into, tak- ing into account such concepts as mission, brand, image and reputation of the university. The activity of several leading foreign universities in the Internet- environment, including social networks, as well as some other tools to form the reputation of the university are reviewed. It was found that despite the im- portance and prevalence of social networks in the world’s leading universities, they are not the only point of contact with target audiences and do not have a decisive role in shaping the reputation of the university. In particular, it was determined what important role publishing and library activities play for the image of the university. The reputational risks of universities in the digital age are also viewed. The article defines the necessity of marketing approach to the evaluation and formation of the university reputation.
It is obvious that reputation is an important factor in the success of any organization, including those working in the field of education. In the era of digital transformation the importance of reputation is not reduced, but the process of its formation and strengthening (as well as protection) acquires a new content. In particular, in the digital era the number of sources of information and communication channels and, consequently, reputational risks grow. It is important to consider that the organization has no influence over many sources of information, but, at the same time, the information in those sources is important for representatives of the target audiences, especially for applicants. On that basis, it is important for educational organizations to make the right managerial decisions related to reputation and brand. The paper studies the practices of higher education institutions in the process of managing reputational risks in connection with the activities of third-party reputational agents. In particular, it is noted that the presence in the ratings at high positions should not be a goal in itself for a university, but a natural consequence of its successful work. Therefore, managerial decisions should contribute to forming the reputation implyed by leadership in educational and scientific spheres, and that work should be carried out in cooperation with reputational agents
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