PR COMMUNICATIONS AS A TOOL OF EDUCATIONAL PROMOTIONS IN THE FORMATION AND POSITIONING OF THE IMAGE OF A HIGHER EDUCATION INSTITUTION

Abstract

Summary. This article provides a comprehensive analysis of PR communications as an effective tool for implementing educational promotions in higher education institutions. It reveals the essence of the concepts of “PR communications” and “educational promotions,” examines their interrelation, and determines their role in shaping a positive university image. The study substantiates that, in the context of increasing competition in the educational services market, higher education institutions need to systematically apply communication strategies aimed at enhancing recognition, attractiveness, and competitiveness.

The article analyzes the main tools of PR communications and educational promotions, including the organization of special events (open days, conferences, job fairs), the use of digital communication channels (social media and official websites), corporate media, branding, and visual identity. It determines their significance in creating an integrated information space of the university and ensuring effective interaction with target audiences.

The study pays particular attention to the structure of the higher education institution’s image, distinguishing its external and internal components, and examines the role of PR communications in their harmonization. It proves that educational promotions serve as an integrative mechanism that combines various communication tools and ensures a purposeful influence on public opinion formation.

The article emphasizes the specifics of implementing PR communications under conditions of limited financial resources, which are typical for most higher education institutions, and highlights the importance of effective use of the university’s internal potential, particularly student involvement in the development and implementation of promotional strategies.

The findings demonstrate that the integration of PR communications as a tool for educational promotions contributes to the formation of a stable positive university image, increases public trust, and ensures effective positioning of higher education institutions in both national and international educational environments. The study outlines prospects for further research, including the analysis of European experience in educational promotions, the digitalization of PR communications, and the development of methods for evaluating their effectiveness.