Functions, Structure and Basic Principles of Shaping the image of Higher Educational Institutions

Abstract

The aim of the article is to analyze and study the functions, structure and foundations for shaping the image of higher education institutions. Research Methodology. The analytical method was used that enabled to analyze and define the functions, structure and foundations of the formation of the image of higher educational institutions. Results. The formation of an effective image of an institution of higher education involves the use of a certain algorithm for its construction. It is necessary to take into account the systemic qualities, such as hierarchy, complexity, diffusion, inertia and nonlinearity. A higher education institution, like any organization or enterprise, has an internal and external image. Under the internal image the image of the faculty, staff and students is understood. The external image of the university is the city where the institution, place, interior, reputation in the region, the region, the state, quality of educational services, availability of budget places, licensing, accreditation, the infrastructure of graduates employment, social actions, public relations are situated. There are many conceptions of the structure of the image, however, almost all of them are somewhat similar to each other. Every researcher who studies the structuring of the image, has an individual opinion on the image formation, as well as the rapid development of all systems, new requirements appear, and the structure changes. Shaping the image is very important for every university. This is due to the struggle for its existence. And in order to gain the image it is necessary to work hard on your image. Some higher education institutions even create certain departments that work on this issue. And, accordingly, they gain an advantage over others. Novelty. The functions, structure and basic principles of shaping the image of higher educational institutions are studied. The practical significance. The results of the article are of practical importance in the study of social relations as a type of activity and managerial functions. The provisions formulated in the paper can be used to develop courses on the scientific disciplines “Public Relations”, “ImageMaking”, as well as for further writing the articles on the specific features of the use of PR-technologies in shaping the image of higher education institutions. Key words: image, image function, image structure, the basic principles of shaping the image, university.