Professional image of a manager as a factor effective organization of socio-cultural activities

The article is devoted to identifying the specific features of creating a professional image of a manager based on the unity of laws and principles of organizing socio-cultural activities. The generalized characteristics of the professional image are formulated, represented by the professional positions of the manager, which are built at the intersection of different levels of the professional image of the “I”. It is shown that the effectiveness of creating a professional image of a manager is influenced by a holistic palette of socio-cultural conditions, which makes it possible to determine the paramount importance of the developing environment of cultural institutions in this process. The article reveals the role of self-presentation - a deliberate objective action aimed at forming a specific impression of a manager about himself as a professional. It is concluded that the creation of a professional image is due to the manager’s personal experience in organizing socio-cultural activities, general cultural and professional competencies, as well as the acquired culture of interpersonal interaction with representatives of the immediate social environment.