Biographical interview in image edition: genre peculiarities

The article gives the definition of the notion “image of higher education institutions”, outlines the key components of the internal and external image of the University. Special attention is paid to such a tool of promotion of the University as an image edition considering its universal impact on all target audiences. The genre that can reflect the specific character of this promotion tool is biographical interview which combines characteristic features of some journalistic and PR-texts. The author dwells upon genre peculiarities of biographical interview and exemplifies them.