Scientific School Image Development of a University Based on the System of Public Relations

Neonila A.  Turanina; Olga Y.  Murashko; Galina A.  Kulyupina; Irina F.  Zamanova; Igor N.  Perepelkin

doi:10.6000/1929-4409.2020.09.226

Authors

Neonila A. Turanina Belgorod State Institute of Arts and Culture, 7 Koroleva Street, Belgorod, 308033, Russia
Olga Y. Murashko Belgorod State Institute of Arts and Culture, 7 Koroleva Street, Belgorod, 308033, Russia
Galina A. Kulyupina Belgorod State Institute of Arts and Culture, 7 Koroleva Street, Belgorod, 308033, Russia
Irina F. Zamanova Belgorod State Institute of Arts and Culture, 7 Koroleva Street, Belgorod, 308033, Russia
Igor N. Perepelkin Belgorod State Institute of Arts and Culture, 7 Koroleva Street, Belgorod, 308033, Russia

DOI:

https://doi.org/10.6000/1929-4409.2020.09.226

Keywords:

Image policy, Public relations, innovation management, scientific school, academic discourse, target groups.

Abstract

The article considers the problem of educational institution promotion in the external socio-cultural environment via innovative management, in particular, the Public relations system. The solution to this problem is important in terms of fierce competition in the educational services market. The authors draw attention to the fact that scientific schools as unique associations of university science representatives can be considered as one of the effective elements of the university image policy development. They outlined the primary tasks of the university scientific school positive image development in the public relations system, PR tools are highlighted in the internal university environment and in the external sphere of the university, where the following segments are considered as the target audience: the scientific community outside the university, potential employers of university graduates, and the population represented by potential applicants and their parents.

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