Concerning the formation of the university image in mass media (case study of Peoples' Friendship University of Russia)

The article describes the main challenges faced by the Russian universities during the recent two decades, as well as substantiates the necessity of forming the image of a university as one of the areas of strategic development. Development of the image by means of the mass media becomes the most successful way to determine the public perception. As an example, the authors present a study conducted by the method of content analysis of publications about the Russian Peoples' Friendship University in mass media. It is concluded that the image policy of the People's Friendship University is quite effective, and some suggestions for its improvement are provided.