Research Specific Pro motion of Pedagogical Universities

Abstract

During the transition of Russia to market relations, universities have become participants in the services market, which involves the activities of universities as its subjects. The direct dependence of educational programs for the training of teachers on the social perception of the teaching profession and its low prestige in society makes it necessary to take a special approach to the promotion of pedagogical universities and their educational services. There are practically no studies devoted to the analysis of the specifics of the promotion of pedagogical universities. The undertaken research is intended to confirm the hypothesis: the specifics of the promotion of pedagogical universities are determined by the features of the content component of their communication activities aimed at forming and strengthening the positive image of the teaching profession as a guarantor of increasing demand for educational services of pedagogical universities, and this process is impossible without resource support at the level of state policy. The results of surveys of experts-representatives of public relations departments of 9 pedagogical universities of Russia, students of 1–5 courses, content analysis of social networks of 5 pedagogical universities showed that there are no features of technologies and tools in this area, they relate to the preferential choice of a particular technology, as well as profile content of an image nature. The communication activities of pedagogical universities are of a similar nature: they inform the public about internal events, achievements of employees and students. The profile pedagogical information of the studied universities occupies a small percentage of the total volume (with the exception of several universities); some universities consistently brand groups in all social networks, which indicates image work. The obtained data confirm the proposed hypothesis. The results of the research contribute to the development of the theory of promotion of specialized educational services, and can also be used in the PR activities of pedagogical universities.