ІНФОРМАЦІЙНО-КОМУНІКАТИВНИЙ СУПРОВІД ЗАБЕЗПЕЧЕННЯ ПРИВАБЛИВОСТІ УНІВЕРСИТЕТУ В УМОВАХ КРИЗИ

The authors revealed the essence and peculiarities of using the concept of “attractiveness” to ensure
the stability of the functioning and development of the university in crisis conditions. The role of social
communications, directions, and problems of informational and communicative provision of the university’s
attractiveness in crisis situations are defined. It has been proven necessary for the university’s attractiveness
to use the arsenal of crisis communications and the possibilities and advantages of crisis management. It is
proposed to increase the attractiveness of the university at the expense of the triad: 1) determining the
attractiveness factors of the university for the subjects of its internal environment (teachers, students, applicants)
and external (stakeholders); 2) elucidation of the parameters of identification and evaluation of the university’s
attractiveness (construction of the university’s attractiveness index); 3) interpretation of the evaluation of the
attractiveness of the university, its comparison with the past, with successful universities, average indicators
in the educational field, etc. as an information base for making management decisions regarding the strategy
and tactics of the university’s development. The potential of using communication technologies to ensure the
university’s attractiveness in crisis conditions is outlined (lobbying, PR activities, marketing communications).