FEATURES OF THE FUNCTIONING OF THE PRESS SERVICESOF HIGHER EDUCATIONAL INSTITUTIONS ON THE EXAMPLE OF UNIVERSITIES OF THE PENZA REGION
This article discusses the basics of interaction between the press services of regional universities and the mass media. Among them: a list of the most common tasks of the press service, the most common typesof structures of the press service, as well as the principles and types of interaction of the press services of universities with the mass media in conjunction with their main functions. The opinions of researchers on various aspects of the interaction of the press service of higher educational institutions with the mass media are analyzed. The main features of the formation of the image of a higher educational institution are considered, as well as the problems faced by employees of the press services of higher educational institutions in their work with examples from the work of the press services of higher educational institutions of the Volga Federal District. The emphasis is placed on the analysis of the structure of the press services of higher educational institutions of the Penza region and their specific problems when interacting with the mass media, as well as when building the image of the university.