Kuznetsova H. MECHANISMS OF PUBLIC ADMINISTRATION OF STRATEGIC COMMUNICATIONS OF A HIGHER EDUCATIONAL INSTATUTION

Kuznetsova H.
graduate student, Сommunal Institution of Higher Education «Dnipro Academy of Continuing Education»  of the Dnipropetrovsk Regional Council», Dnipro

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

DOI: 10.52363/passa-2024.1-7

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.

Key words: public administration, mechanisms, energy security, higher educational institution, strategic communications.

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