DESIGNING A MODEL OF SOCIO-PEDAGOGICAL AND SOCIO-CULTURAL ACTIVITIES OF UNIVERSITY MANAGEMENT BODIES IN THE PROCESS OF THE ORGANIZATION IMAGE CREATION
The presented article considers the problem of creating the image of a modern University in the context of socio-pedagogical and socio-cultural activities in order to use this image as a tool for improving competitiveness of the organization. In his article, the author develops the concept of "image". The article highlights the necessity of usage of information policy, formation of competent public opinion and public relations tools for influencing various social groups with the aim of persuasive influence in favor of the positive image of the university while planning the activity of university management bodies. It sets out the author’s view on the strategy and tactics of the information policy and its priorities, analyzes the management policy pursued by the management bodies of the University to inform the public about social and cultural activities of the University and highlights the skills necessary for the so-called "team work". And the article also stresses the importance of leadership organization communication skills, ability to establish productive relationships and intellectual-designer abilities. The article also presents the developed complex of organizational-pedagogical conditions that increase the efficiency of the process of public opinion formation in socio-cultural environment, singles out stages in the formation of public opinion and discloses the content of organizational-pedagogical conditions. The author works out the characteristics of a model of socio-pedagogical and socio-cultural activities; special attention is paid to the components of the model, the forms of public meetings at organizations for pedagogical communication with the contact (image) environment. Then the article formulates the principles of pedagogical management for the organization of communicative dialogue between the management of the University and the consumers of educational services and presents the structure of the model of socio-cultural and socio-educational activities of the University while creating its positive image.