Educational Environment Informatization As A Process Of The University Pr-Promotion

Abstract

The article is devoted to determining the place of PR-activity in the system of promoting educational services, forming a positive image of the high education institution (HEI). The demographic situation creates stiff competition in the educational services market. The role of PR activities in the field of education in the current environment is increasing dramatically. In such conditions, competent promotion of the own product can become a decisive success factor. Creating a system of effective communication helps to increase the HEI competitiveness. Understanding the role and significance of PR activities for HEIs, the authors identified tasks to form the desired image and reputation that can be solved with the help of an effective PR company. The main problem in this area is that the effect of PR activities is not immediately apparent, but receiving information about a HEI and its product over a certain period, the consumer develops trust, respect for this organization, and awareness of its products and services. If a higher educational institution has a goal to improve its own reputation and image, then it is necessary to combine work on the PR image of both the own full-time professionals and engaged specialists from a PR agency. In this case, full-time employees perform current, internal work, and external consultants are engaged in the periodic PR company to attract new applicants to the HEI. The authors concluded that no one PR company can save an educational organization if it does not constantly and effectively use modern interactive information technologies.