Information Activity as an Integral Part of Forming the Image of a Modern Higher Education Institution

The purpose of the studyis to analyse information activities as an integral part of shaping the image of a modern university. Methods and methods of researchwere chosen institutional method in combination with the normative approach to the consideration of key categories, comparative and analytical methods, methodologically sound tools of structural functionalism. Factual and statistical methods were used in the analysis of monitoring the output of videos about the university on television. Results and discussion. The updated information and advertising video content produced by higher education institutions for self-presentation, objective and prompt information about their activities, attracting the attention of a wide interested audience is analysed. The analysed content can be structured in several problem-thematic areas, which represent the multifaceted work of the educational institution: scientific, educational, entertaining, event, educational. Conclusions. Vasyl Stefanyk Precarpathian National University organized information activities that promote its self-presentation, image campaign in the information space, and popularize the university among the public of the region. Recommendations are formed: 1) it is necessary to form such a unique image of the university, which contains bright, informative, timely updated information materials intended for external presentation; 3) the necessary system of targeted information to consumers about their potential, successes and educational services offered; 4) it is important to formulate the purpose of information material, choose a genre (note or message, report from the scene), focus on compositional construction, selection of musical accompaniment, place information product on various media platforms (social networks, online publications, regional and national TV , radio, newspapers, magazines). Key words: university, image, regional mass media, press service, website of higher education institution.