MECHANISMS OF PUBLIC ADMINISTRATION OF STRATEGIC COMMUNICATIONS OF A HIGHER EDUCATIONAL INSTATUTION

Abstract

The author improves the mechanisms of public administration of strategic communications of a university. The author notes that the basic task of mechanisms of public administration of building of external communications of a higher educational institution is to develop the concept of a university’s image, since it largely determines the goals of communication and directly affects the identification of recipients of information messages, strategy and tactics of communications. The author concludes that a professionally developed mission is a determining factor in the competitiveness of a university – its ability to better than others find a compromise between its own interests and the interests of stakeholders in the educational services market.