Lietuvos universitetų įvaizdis Panevėžio apskrities moksleivių akimis
Image of Lithuanian Universities in the Eyes of the Pupils of Panevėžys County

Summary/Abstract: Image is a socio-psychological phenomena. R. Terence and colleagues formulated a theory of image and applied this theory to decision-taking processes in organizations. The theory of image is based on an assumption that while taking decesions people do not necessarily base them on analysis and evaluation. Cultural approach allows to view organizations as unique entities. Image affects expectations about behavior, aims and ways of their implementation. One of the major aims of public relations is to create and maintain a positive image of an organization. Image can not be created in an empty space. It is a reflection of current reality. Image can be positive or negative. In case of a positive image an organization is mainly interested in maintaining and strengthening it, or maybe changing its certain aspects. In case of a negative image the essential transformations are needed. All possible forms of public relations can be used in order to make them happen. Image of universities undoubtedly plays an important role while recruiting students. It does not necessarily reflect objective criteria by which universities are judged. However, it still affects the choice of the place of studies. Therefore the development of a positive image becomes a substantial factor in managing institutions of higher education. In order to secure effective management, both academic community and administration of universities need to know what is the image of their institution in the eyes of the secondary school pupils – one of the most important social groups for institutions of higher education. An opinion questionnaire was distributed to 350 pupils in schools of Pnevėžys county. 16,8 percent of respondents were 14–15 years old; 16,4 percent – 15–16 years old; 46,4 percent – 16–17 years old and 20,4 percent – 17 years old or older. The respondent correctly filled 290 questionnaires, which were used for later statistical analysis. The results indicate that instutions of higher education in Vilnius, namely, Vilnius university, Vilnius Gediminas technical university and Vilnius pedagogical university – are best known to pupils in Panevėžys county. Respondents are less familiar with universities in Kaunas and Klaipėda. They think that Vilnius university, Vilnius Gediminas technical university and Kaunas Vytautas Magnus university have the most positive image and pay most atention to creating and maintaining their image. Vilnius university is considered to be the leader of developing ts image as it is best known due to its internet page, flyers and events that are organized in the university. Lithuanian university of agriculture and Klaipėda university are least known to the pupils of Panevėžys county.

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