title: Ð¡Ð¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¡ÐÐ±ÐÐ£
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Event communications as a tool forforming the image of SPbPU
Creators: name: Ð¤ÑÐµÐ¹, ÐÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ¾Ð±ÑÑÐ¸Ñ
ÑÐ¾Ð±ÑÑÐ¸Ðµ
Ð¸Ð¼Ð¸Ð´Ð¶
ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ð¹
ÑÑÐµÐ¹ÐºÑ Ð¾Ð»Ð´ÐµÑÑ
Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÑ Ðº Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸
event communications
special events
event
image
image formation of educational institutions
stakeholders
loyalty to the organization

description: Ð ÑÐ°Ð¼ÐºÐ°Ñ Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÑÑÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ, ÑÐºÑÐµÐ¿Ð»ÐµÐ½Ð¸Ñ Ð¸ Ð¿Ð¾Ð´Ð´ÐµÑÐ¶Ð°Ð½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð³Ð¾ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÐ° Ð¿Ð»Ð°Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹ Ð² ÑÐ°Ð¼ÐºÐ°Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÑÐµÐ±Ð½ÑÑ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ð¹. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÑÑÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð² Ð¿ÑÐ¾ÑÐµÑÑÐµ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð±Ð°Ð·Ð¸ÑÐ½Ð¾Ð³Ð¾ ÑÑÐ±ÑÐµÐºÑÐ° PR, Ð¸Ñ ÑÐ¾Ð»Ñ Ð² Ð´Ð°Ð½Ð½Ð¾Ð¼ Ð¿ÑÐ¾ÑÐµÑÑÐµ Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸Ñ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð² ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ Ð²ÑÐ·Ð¾Ð², Ð° ÑÐ°ÐºÐ¶Ðµ Ð¸Ñ ÑÐ¾Ð»Ñ Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ð¸ Ð¸Ð¼Ð¸Ð´Ð¶Ð° Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð½Ð° Ð¾Ð¿ÑÑÐµ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð¸ Ð¸Ð½Ð¾ÑÑÑÐ°Ð½Ð½ÑÑ ÑÑÐµÐ±Ð½ÑÑ Ð·Ð°Ð²ÐµÐ´ÐµÐ½Ð¸Ð¹. Ð ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑÑÑÑÐ¿Ð°ÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ»Ð¸ Ð¾Ð±Ð¾Ð·Ð½Ð°ÑÐµÐ½Ñ ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸ Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°. Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ»Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ñ ÑÐ¸ÑÑÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð²ÐºÐ»ÑÑÐµÐ½Ð½Ð¾Ðµ Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ Ð¸ ÑÐºÑÐ¿ÐµÑÑÐ½ÑÐ¹ Ð¾Ð¿ÑÐ¾Ñ. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ Ð¸ Ð°Ð¿ÑÐ¾Ð±Ð¸ÑÐ¾Ð²Ð°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð´Ð»Ñ Ð¿Ð¾Ð²ÑÑÐµÐ½Ð¸Ñ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ ÑÐ¾Ð±ÑÑÐ¸Ð¹, ÑÐµÐ°Ð»Ð¸Ð·ÑÐµÐ¼ÑÑ Ð² Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸.
description: This graduate qualification work considers event communications as a tool for forming, strengthening and maintaining the image of an educational institution, as well as the specifics of planning and implementation of special events within the framework of communication activities of educational institutions. The work investigates event communications in the process of forming the image of the basic subject of PR, their role in this process and the results of their application. The analysis of the use of event communications in the communication activities of Russian and foreign universities, as well as their role in the formation of the image of the organization on the experience of Russian and foreign educational institutions. The object of the study is event communications. Event communications of Peter the Great St. Petersburg Polytechnic University were designated as the subject of the study. In the practical part of the work were carried out situational, competitive and SWOT-analysis, as well as included observation and expert survey. As a result, recommendations for improving the effectiveness of special events implemented in the organization were developed and tested.