The Introduction of Sports PR-Technologies in Forming the Image of a Modern University

Abstract

The aim of this study is to determine the role of sports PR technologies in forming the image of a modern university.Research methodology. The author applies the descriptive method (for studying the theoretical basis of the subject matter); the method of comparison (for comparing the existing phenomenon of PR communications with related concepts in order to identify their relationship, that is, the description of identical ways of introducing PR communications of sportsmen students to enhance the image and rating of the university); an axiomatic method for the deductive construction of the scientific concept of a mechanism for conducting PR communications of an educational institution as a scientific term and outlining its role in the formation of an image.Results. Nowadays the concept of “image” is central to the study of PR communications, but is new for the sports industry. There is a small number of scientific publications dealing with the study of PR communications, which are applied in building the image of a modern university. The author describes the mechanisms of conducting PR communications of an educational institution, distinguishes the ways of realization of PR communications of sportsmen students for the formation of a positive image of Ukrainian university, investigates the role of PR communications of sportsmen students in forming the positive image of their educational institution. The term “Mechanisms for carrying out PR communications of an educational institution” is proposed and possible ways of their implementation are described. Two basic approaches for building a successful image of an educational institution are singled out as the fulfillment of the leading role of modern РR communications of sportsmen students. Successful graduates of the Sumy State University (Taras Shelestiuk, Yevhen Patraniuk and others) were chosen as an example.Novelty. The paper is the first attempt for analyzing the mechanisms of forming the image of the modern higher educational institution by means of sports communications. The author suggests a new approach to the communication component for the research, which makes it possible to improve the studies at a higher educational institution for the better, demonstrating the benefits of the educational process.The practical significance. An important element of sports PR technologies is the creation of an appropriate relevant key message. To study the significance of key messages, an online survey of 850 recipients and 152 Ukrainian experts is conducted, which has confirmed the importance and necessity of sports PR communications for the formation and maintenance of the image of the university.