Creating and promoting a positive institutional image in the community

Abstract

This article presents the essential elements in the process of creating and promoting the positive image of an educational institution. The formation and improvement of the image should include a set of external and internal characteristics, which include the image of the leader, the image of the staff, the ideas of the target audience about the quality of education, style, comfort of the educational environment, diversity and price of educational services. The formed positive image of an educational organization will allow: increasing the attractiveness of an educa-tional organization, which will increase the number of students; improving the socio-psychological microclimate in the team; raising the level of organizational culture; strengthening the financial position and the material and technical base of the organization; to make the educational organization, under equal conditions, more attractive for teaching staff (to ensure stability and social protection, job satisfaction and to ensure professional growth); to create a reserve of confidence in everything that happens within an educational organization; increasing the competitiveness of the educational organization.