Media environment of the regional university (on the material of Derzhavin Tambov State University)
In recent decades, universities have been operating in conditions of high competition, due to the need to ensure financial independence, struggle for applicants in conditions of the prevalence of supply over demand, for highly qualified specialists. Competitive conditions imply the search for intangible advantages, which include university brand and reputation, as well as strong university corporate culture. The need to build and strengthen the brand of an educational institution makes it necessary to use a wide range of marketing communications tools. The tools for building and promoting a university brand in the internal and external environment are, among other things, university media, which form the basis of the university media environment. The article reveals the content of the concept “media environment”, presents the main elements of the university media environment, identifies the segments of internal and external audience. The characteristics of the "new" media environment are given. The term “media universe” is proposed to characterize the media dimension of a university. The characteristics of the media environment of Derzhavin Tambov State University are given. The history of the corporate newspaper formation of the university is reflected, the presence of the university in social networks is characterized, the most frequent types of content in university's official accounts in social networks are determined.