The problem of forming the image of the school director in the realities of development of the professional standard of the leader

As practice shows, the draft of the Professional standard of the manager reveals in the labor actions and functions the manager's competence in managing his own image rather superficially. The author considers the possibilities of how to overcome the contradiction that exists today - between the relevance of reputational and image components in the context of management practices, on the one hand, and on the other hand in the context of mastering the professional standard of the head of an educational organization.