University Communication Channels Transformation in Eurasian Area: Mass Approach or Originality

Abstract

The article deals with the processes of university`s communication channels with target audiences transformation. Since universities have a specific role in creating the Eurasian educational system, it is necessary to increase their integration po-tential, especially through the activation of communications through modern channels. Key problems of universities that can be solved through the develop-ment of communication channels are formulated. It is shown that online channels contribute to building a dialogue between the organization and target audiences and generate personal content. The dilemma «a standard decision with an orienta-tion to the experience of others vs a unique decision and a new experience» does not have a single solution. The university site is considered as the most important point of interaction through an online channel. Traditional and unique practices of using the university communication channels are presented. The conclusion is made about the necessity to find innovative and unique solutions that empower the growth of university's competitiveness.