Using of media relations for the formation of the university image in the internet

The article considers the possibilities of using media relations as a communicative technology for forming the university's image in the Internet. The modern network information society is a complex self-developing system, the peculiarities of which predetermine the specifics of the communicative processes occurring in it: speed, nonlinearity, polyaddressing, "viralness", etc. In these conditions, the organization's image acquires a digital dimension and depends on electronic representations - images forming in the Internet. Universities that use different forms of media relations in image Internet communications not only increase their publicity capital, but also competitiveness in the education and science market.