South-West University „Neofit Rilski“ (Bulgaria)
Abstract. The article discusses and clarifies some specific features in creating the image of a higher school. This issue is not sufficiently detailed and thoroughly researched by Bulgarian public relations specialists. It analyzes the dialectical link between the equilibrium and imbalance in conducting image-based activities within the context of an innovative communication process. There are arguments in support of the belief that, in defeating the corporate image, the attempt to disturb the market equilibrium is more productive, taking into account the attitudes and wish of the public in the motivation consumer process. Examples of higher education are described, confirming the belief that disturbing the balance results in better outcomes. The article examines seven possible sources generating innovative image maker activities that determine the purposeful and systematic nature of creating a university’s image. The complex nature of the corporate image does not allow it to be uniquely appreciated and determined by its audiences – media, in-house institutional environment and external consumer environment. The role and significance of the eventful PR are clarified and specific activities related to the realization of the university image are identified.
Keywords: image; image maker activities; higher school; university; ranking; innovation
Ms. Rozalina Baladzhanova, PhD student
Faculty of Law and History
South-West University “Neofit Rilski”
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