Abstract
The paper deals with the analysis the place of public relations in management system of higher education. The distinctive feature of public relations activities in the field of education is considerable public confidence in information transmitted through various communication channels. However, we observe the absence of systematic public relations activities at the government level and at the level of universities. We focused on the implementation of effective activities for the formation of public opinion, which requires the definition of the marketing goals of an educational institution, the choice of messages and means of information transfer, the careful implementation of the intended plan and evaluation of its results. Thus, we made the conclusion that the special role of the system of management of the university during the reformation of the national education system belongs to the organization of public relations activities, involving the planning and implementation of contacts and external information about the university based on flexible interaction with target audiences.
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