СОЦІОКУЛЬТУРНА ДІЯЛЬНІСТЬ ЯК СКЛАДОВА ІМІДЖУ НАВЧАЛЬНОГО ЗАКЛАДУ ВИЩОЇ ОСВІТИ

The characteristics and components of the image of a higher educational institution in the context of socio-cultural activities are considered. The quality of educational services can be assessed only after admission and the start of studies, therefore the popularity and authority of higher educational institutions have an important influence on the choice of an applicant. If the university does not take measures to manage the reputation, it is formed from word of mouth, friends, acquaintances and other sources. The image of the
university allows you to manage rumors and direct public opinion in the right direction. Today, issues such as the image, reputation, and public opinion of specific colleges and universities are receiving increasing attention
from the media. Image formation begins with the creation of visual information that will be used to communicate with the audience. When developing an effective image, it is necessary to determine what elements the image of a higher education institution consists of and what types of images need to be paid more attention to.