Abstract:

This article explores the specifics of forming the image of educational institutions and analyses current trends in using digital communications, social networks and integrated marketing communications in the education sector. The attention is focused on adapting PR strategies to the specifics of higher educational institutions, including crisis management, building relationships with stakeholders, and forming an internal brand. The study analyses scientific works by Ukrainian and foreign authors, empirical data on the use of PR approaches by higher education institutions, as well as the results of surveys of students, teachers and administrative staff on the effectiveness of communication strategies.

Based on the analysis, key recommendations for the development of PR activities of educational institutions can be formulated. First, it is necessary to develop a comprehensive digital strategy that includes the presence of the educational institution in social networks, website optimization and the use of analytical tools to monitor its effectiveness. Second, it is important to apply a differentiated approach to different groups of stakeholders, taking into account their specific needs and preferences in communications. Another important factor is the integration of PR activities into the overall development strategy of the educational institution. PR should not be considered as a separate activity, but as an integral part of the management process, ensuring consistency between internal processes and external communications.

The next recommendation is to invest in staff training and the development of competencies in the field of digital communications. The need for regular monitoring and evaluation of the effectiveness of PR activities using both quantitative and qualitative indicators remains important. This will allow for timely adjustments to strategies and optimize resource allocation. Finally, it remains relevant to develop partnerships with key stakeholders through the creation of a «network of interaction» that will ensure long-term trust and development of the educational institution.

Keywords: higher education institution, communications in education, innovation technologies, PR management in education, PR approaches, management of educational institutions.

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