Impact of communication on the building of the educational organization image and of prestige

Carmen-Elena Olteanu (Andreiana) ()
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Carmen-Elena Olteanu (Andreiana): Valahia University of Târgoviste, Dâmbovita County, Romania

HOLISTICA Journal of Business and Public Administration, 2015, vol. 6, issue 1, 59-76

Abstract: The ”funding follows the student” principle, settled by the Governmental Decision H.G. 1165 / 2013, constrains high school units to use means and instruments destined to modernize their image, support their performance, improve the quality of their relations with their beneficiaries and educational partners. The hypothesis of the present study is that, under the competitional effect of the reform, the mass information principles do not guarantee the external communication efficiency. The communication strategy, oriented exclusively towards the distribution of information, necessary to the training activity (number of classes, profiles, specializations) proves today insufficiently adapted to the logic of competitiveness. The evident conclusion is that the prestige of an educational organization is determined by the capacity of managing its visibility, both locally and nationally. High schools, particularly national colleges, tend to become brands.

Keywords: communication; educational organization; image; prestige (search for similar items in EconPapers)
JEL-codes: L32 L39 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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