UNIVERSITY NEWS AND PUBLICITY OPTIMIZATION: DEVELOPING A STRATEGIC FRAMEWORK

Abstract

In the context of the rapid development of digital technologies in the educational field and the growing competition between higher education institutions, there is an urgent need for effective optimization of university news and advertising communications.
The relevance of this study is explained by the fact that modern universities are not only educational, but also information and communication brands. The quality, speed and strategic orientation of news content directly affect the recognition, reputation and attraction of applicants.
In this regard, the question arises: how to develop and implement a strategic framework for optimizing university news and advertising in order to increase their effectiveness and purposefully influence the audience?
The purpose of this research is to create a strategic platform for optimizing university news and advertising materials, contributing to an increase in their informational and marketing value. To achieve the purpose of the study, several tasks were set for themselves:
1. To analyze the existing approaches to the creation of university news and advertising materials.
2. Develop recommendations for their strategic optimization, taking into account current trends in digital media.
The scientific novelty of our research lies in the fact that we systematized existing methods of managing information flows at universities and created a comprehensive strategic model that combines elements of marketing, PR and digital communications in the educational field.
Thus, our work is aimed at forming a holistic approach to improving the effectiveness of university media communications in modern conditions.