COMMUNICATION POLICY OF HIGHER EDUCATION INSTITUTIONS OF UKRAINE AS THE BASIS OF THEIR SUCCESSFUL FUNCTIONING
Abstract
The purpose of the study is to increase success functioning of higher education institutions of Ukraine on the basis of improving the forms and methods of conducting their communication policy. The concept of higher education communication policy, its main goals and components are considered in the article. The content and value of the image, reputation and rating components of the evaluation of the university activity are revealed. It is substantiated that important targets in the implementation of the communication policy of higher education institutions are anti-crisis regulation, increasing the level of internal and external security, eliminating risks, increase of stability, preservation of properties of integrity and emergence of the institution. The realization of the stated goals of the communication policy should create conditions for successful and effective activity of the higher education institution in the modern market space of providing educational services. The structure of the target audience of higher education institutions is determined in order to find additional potential communications. Еxpanding the target audience can be an effective tool for higher education to increase the demand for educational services and attract the most capable students to study. It is substantiated that creating a new type of communication relations with students during the educational process is a strategically important goal. The main components of the performance of independent work as an element of innovative communication learning technologies are identified. It is proved that the communication policy of higher education institutions should be elaborated and carried out within the framework of a unified development strategy. The main dominant factors on which its development and planning should be based are identified. The research presented in the paper convincingly proves that the communication policy of higher education institutions is the key to their successful functioning and development. The results of the work can be used in practical activities for any institution of higher education in the development and planning of communication policy.
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