Functional characteristics of university press service

Abstract

The press services are deeply integrated into the universities’ reputation management and provide the interaction with students, applicants, employers and the international academic community. The effectiveness of the implementation of the communicative potential of university press services is achieved through timely monitoring of public opinion, the establishment and adjustment of feedback from applicants and their parents, as well as the target groups enlisted above. The activities of the press service, its structure and functions are determined by the development of information and communication technologies, including new media, social media, university platforms and various cross-platform messengers. In this context, the experience of organizing and functional features of the university press service in new media and social networks seems worth studying for both theoretical and practical point sides.