Public Relations (PR) as a strategic tool for the transformation and development of higher education at the regional universities of the region

Lali Dzamukashvili

doi:10.52340/erp.2024.05.32

Authors

Lali Dzamukashvili Iakob Gogebashvili Telavi State University

DOI:

https://doi.org/10.52340/erp.2024.05.32

Keywords:

public relations, university, image management, university development

Abstract

In today's world of increasing competition among academic institutions, the positive image of a university is of particular importance in attracting students, researchers and funding. The effective work of the Public Relations Department (PR) plays a crucial role in the process of supporting the mission and goals of the university; in managing internal and external communication, transparency, balancing institutional, academic interests and adapting to digital communication. The reputation of the university is created and maintained and its formation in the long-term mode is thanks to PR.

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