Ocena wizerunku uczelni z uwzględnieniem instrumentów public relations na przykładzie szkół wyższych
Evaluation of the Univeristy Image With Public Relations Tools on the Example of Higher Education

Summary/Abstract: Purpose – The purpose of article is assessment of the university’s image with regard to the instruments of public relations on the example of two universities. The image evaluating is an important determinant of building a competitive position of higher education institutions. Design/methodology/approach – The study was conducted using a questionnaire on the example of public and private universities. Findings – Based on the studies, such factors were distinguished which, according to those surveyed have an impact on the assessment of the university’s image. These factors were also assessed and improvement actions were suggested.

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