Managing The Publicity Capital Of Modern Educational Organizations In The Digital Age

The study considers the system of mass communication channels of the educational organization in the information and telecommunications network in general and social networks in particular and the urgent task of the university administration in this regard is to manage social and public communications initiated by the university and its affiliated structures. The authors attribute the information and communication support of the university’s activities, its web presence to particular tasks of public relations, and the distributed nature of the management subject is considered the main characteristic of the management of the university’s media communication. The authors believe that the urgent task is the task related to the field of communication management, namely, the consolidation of efforts of a distributed subject of management of university’s media communication. Special types of capital – social capital and publicity capital – are considered in this study as an effect of systemic activity on management of university’s media communication. Focused activity on the management of social and publicity capital of an educational organization in a new digital environment allows a systematic approach firstly, to the formation of corporate identity in the most important segments of the internal university community – among students, teachers and employees, secondly, to the formation of loyalty to the university in key segments of the external public – among parents of students, school students and school teachers, representatives of business and government. The management of the university’s publicity capital ensures the systematic development of its intangible assets – image, brand, publicity, positive public opinion and reputation.