PRESS OFFICE AS AN INSTRUMENT FOR SHAPING A POSITIVE IMAGE OF HIGHER EDUCATION INSTITUTIONS

Abstract

This article examines the role of the press office as a crucial instrument in cultivating a positive image for higher education institutions (HEIs) amidst increasing competition and information transparency. It analyzes the evolution of university press offices in Ukraine and their strategic objectives, the core functions of a press office, and its strategic significance for HEI communication with diverse audiences (prospective students, current students, alumni, the academic community, the public, and the media). The study delineates the primary functional areas of university press offices, including branding, communication optimization, information dissemination, media interface, reputation management, promotion, internal corporate communication, strategic public relations management, analytics, and cross-functional collaboration. Furthermore, the article explores effective PR technologies and tools employed by press offices to establish and maintain a positive perception of HEIs, enhance their visibility, and strengthen their reputation.