Abstract
The article examines the activities of public relations specialists of Michurinsk State Agrarian University in its information and image support. The paper analyzes communication technologies aimed at promoting the higher educational institution of an agrarian profile, agricultural education and agrarian science in general. It is argued that the formation of a positive image of Michurinsk State Agrarian University is facilitated by the organization of effective interaction with the media, positioning of the activities of the university, its scientists, students; regular media monitoring; formation and strengthening of corporate culture; development of corporate identity, mission, slogan, logo; organizing and holding special events; preparation and participation in exhibitions and fairs; maintaining a corporate website; production of a corporate publication, advertising activities. Specific examples of the use of communication technologies in an educational institution are given. The conclusion is made that with the creation of a department for public relations and management of public relations, press and office work, the communicative activity of the agrarian university began to be carried out professionally and in a coordinated manner. The existing communication system ensures the formation of an effective positive information field of the university. The communicative policy of the educational institution is focused on the long-term prospect of building a serious positive dialogue with target audiences, on the prospect of trust.
Highlights
Nowadays, managing your own information flows becomes a necessity for any organization that wants to function in society for a long time and effectively
The article examines the activities of public relations specialists of Michurinsk State Agrarian University in its information and image support
It is argued that the formation of a positive image of Michurinsk State Agrarian University is facilitated by the organization of effective interaction with the media, positioning of the activities of the university, its scientists, students; regular media monitoring; formation and strengthening of corporate culture; development of corporate identity, mission, slogan, logo; organizing and holding special events; preparation and participation in exhibitions and fairs; maintaining a corporate website; production of a corporate publication, advertising activities
Summary
Nowadays, managing your own information flows becomes a necessity for any organization that wants to function in society for a long time and effectively. The higher education system is no exception. In conditions of intense competition "universities have to look for and find non-trivial ways to attract a future contingent of students" [1, 83]. Without the efforts of advertising and public relations specialists with the necessary set of knowledge and personal qualities, including creativity, courage, initiative, resistance to stress [2,3] the successful implementation of this task is not possible
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