Features of the functioning of the press services of higher educational institutions on the example of universities of the Penza region
DOI:
https://doi.org/10.47475/2070-0695-2021-10402Keywords:
press service, PR, higher education institution, interaction with the mediaAbstract
This article discusses the basics of interaction between the press services of regional universities and the mass media. Among them: a list of the most common tasks of the press service, the most common types of structures of the press service, as well as the principles and types of interaction of the press services of universities with the mass media in conjunction with their main functions. The opinions of researchers on various aspects of the interaction of the press service of higher educational institutions with the mass media are analyzed. The main features of the formation of the image of a higher educational institution are considered, as well as the problems faced by employees of the press services of higher educational institutions in their work with examples from the work of the press services of higher educational institutions of the Volga Federal District. The emphasis is placed on the analysis of the structure of the press services of higher educational institutions of the Penza region and their specific problems when interacting with the mass media, as well as when building the image of the university.
References
Bashkeeva, V. V. & Khalbaeva, A. A. (2015). Imidzh universiteta: vuzy Buryatii i Irkutskoj oblasti v regional'nyh internet-SMI [Image of the university: universities of Buryatia and the Irkutsk region in regional Internet media]. Vestnik BGU. Yazyk, literatura, kul'tura [Bulletin of BSU. Language. Literature. Culture], Publishing house of Buryat State University, Ulan-Ude, 10, pp. 209–213 (in Russ.).
Gundarin, M. V. (2007). Teoriya i praktika svyazej s obshchestvennost'yu: osnovy media-rilejshenz [Theory and practice of public relations: fundamentals of media relations]. Moscow, INFRA-M, 336 p. (in Russ.).
Yesafyev, N. Y. (2016). Regionalnyj opornyj VUZ – blago ili budushchaya ugroza dlya regiona? [Regional support university – a benefit or a future threat to the region?] Ulica Moskovskaya [Moskovskaya Street], Valentin Manuilov publishing house, Penza, 24 (639), pp. 9–10 (in Russ.).
Zakharova, A. V. (2014). Kommunikacionnaya strategiya vuza kak sredstvo povysheniya konkurentosposobnosti na sovremennom etape razvitiya vysshego obrazovaniya [Communication strategy of the university as a means of increasing competitiveness at the present stage of development of higher education]. Sibirskij pedagogicheskij zhurnal [Siberian Pedagogical Journal], Publishing house of Novosibirsk State Pedagogical University, Novosibirsk, 1, pp. 110–115 (in Russ.).
Zemtsov, S. P., Eremkin, V. A. & Barinova, V. A. (2015). Faktory vostrebovannosti vedushchih vuzov Rossii. Obzor literatury i ekonometricheskij analiz [Factors of demand for leading universities in Russia. Literature review and econometric analysis]. Voprosy obrazovaniya [Education studies], Publishing house of National Research University Higher School of Economics, Moscow, 4, pp. 201–233 (in Russ.).
Inyushev, A. (2016), Ne pora li pedinstitut otsoedinit' ot PGU? [Isn't it time to disconnect the pedagogical institute from the PSU?]. Ulica Moskovskaya [Moskovskaya Street], Valentin Manuilov publishing house, Penza, 22 (637), pp. 7–8 (in Russ.).
Krivonosov, A. D., Alekseev, D. A., Ilchenko, S. N. & Skakodub, A. Y. (2006). Press-sluzhby v gosudarstvennyh uchrezhdeniyah [Press services in state institutions]. Uhta: Publishing house of UGTU. 124 p. (in Russ.).
Official website of Kazan (Volga Region) Federal University (in Russ.).
Official website of the Penza State Agrarian University (in Russ.).
Official website of the Penza Technological University (in Russ.).
Skorenko, T. Y. (2020). Piar menya, esli mozhesh [PR me, if you can]. Moscow: AST. 352 p. (in Russ.).
Smirnova, E. A. & Matveeva, A. S. (2009). Faktory brendoobrazovaniya vuza (na materiale publikacij o VolGU v volgogradskih SMI) [Factors of brand formation of the university (based on publications about the Volga State University in the Volgograd media)]. Vestnik VolGU. Seriya 8: Literaturovedenie. Zhurnalistika [Science Journal of VolSU. Literary Criticism. Journalism], Publishing house of Volgograd State University, Volgograd, 8, pp. 141–147 (in Russ.).
Official website of Penza State University (in Russ.).
Shilnov, V. V Penze planiruetsya sozdat' opornyj universitet [It is planned to create a reference university in Penza]. Official website of the GTRK «Penza» (in Russ.).
YouTube channel «Advertising videos «RekLav» (in Russ.).
YouTube channel «PGUAS News» (in Russ.).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Никита Есафьев , Светлана Ржанова
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
