Pr-technologies in the market of educational services

PR is one of the most influential modern means of communication, which is used to maintain the image of the educational institution. PR-technology occupies a new niche of influence on the social life of young people and sets new requirements for the promotion of relevant products and services in the educational market. The purpose of the article: to dig up the essence and describe the structural elements of PR-technologies; determine the role and importance of PR-technologies in the market of educational services. Research methods: analysis and systematization of scientific literature; modeling, classification and generalization. The article reveals the essence, defines the purpose of PR-technologies in the field of education. The directions of PR-technologies activity are outlined. Forms of PR-technologies (contact and remote PR) are characterized. The most effective means of PR-technologies (official website of the educational institution, SEO-optimization, social networks, blog, e-mail, forum, SMM tools) are considered. It has been confirmed that educational institutions use advertising to promote the educational brand on the Internet. Today, it has been found that online advertising is many times more effective than other types of outdoor advertising, television and radio advertising. It was found that the effective types of advertising today are: contextual and targeted. The algorithm of application of PR-technologies in the market of educational services is given. The results of the study allow us to say that the use of PR-technology contributes to the formation of a positive image; creating a higher value of educational services for consumers compared to competitors, which could best meet their needs.