Educational Image-Building Centre as an Educational and Image-Building Platform of the Educational and Scientific Institute of Journalism
DOI:
https://doi.org/10.28925/2524-2652.2026.131Keywords:
university image, student-run agencies, experiential learning, Educational image-building centreAbstract
The article is devoted to the analysis of student communication units as an effective tool for the formation of the image and reputation of a higher education institution, as well as an innovative platform for the practical training of specialists in the creative industries. Within the review of recent research and publications, the conceptual framework of the categories “identity,” “image,” and “reputation” is examined. The analysis of theoretical sources has revealed a shift from static models of visual identification to dynamic strategies of reputation management through stakeholder engagement. The aim of the study is to substantiate the “internal agency” model, based on the case of the Educational Image-Building Centre (EIBC) of the Educational and Scientific Institute of Journalism at Taras Shevchenko National University of Kyiv. The opportunities and advantages of student agencies are explored, and the work of the EIBC is presented as an internal agency that combines practical student training with the implementation of the institute’s communication strategy. The structure of the EIBC, key areas of content creation, and the specifics of using digital communication channels to interact with various stakeholder groups are outlined. It is demonstrated that the functioning of the EIBC as an educational and image-building platform ensures the effective implementation of the “hands-on learning” concept, enabling students to acquire professional competencies in real market conditions. It is determined that the differentiated use of social media allows the institute to communicate academic expertise via Facebook, while building an emotional connection with prospective and current students through storytelling on TikTok and Instagram. The study emphasizes that the EIBC model creates a synergistic effect: the university benefits from high-quality communication support and strengthened competitive positions, while students develop their professional competencies. It is shown that the integration of the educational process with real public relations practice is an optimal path for the development of contemporary media education.
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