Student projects as a tool of university PR and brand building

Abstract

There are new opportunities and trends in public relations and brand building and in the issue of university communication with the public and in the issue of university brand building. Knowledge of these changes and trends is a prerequisite for successful and effective communication of universities with their potential clients. What is the scope of technologies and the role of project management in production systems of culture? What are the new tools in the field of university public communications? And whether the new public relations tools act as tools for building a university brand? New findings will be used for building of university communication strategies. New communication strategies are necessary for communication with the public, especially with high school students who are potential clients of universities. The study is based on textual and content analysis of documents stored in university information networks and accessible via the Internet. Student projects have a strong potential in the processes of university communication with the public. As an effective method in the process of promotion, publishing and distribution of student projects, appears to be the use of e-marketing methods. The paper concludes that creation and on-line publication of student projects represent the initial stage in the process of university communication with public and the specific forms and the important components in the field of university brand building. (C) 2019 Published by Future Academy www.FutureAcademy.org.UK