Il'chenko I. University Communicative Activities and Public Relations

Object of the research: university communicative activities in the conditions of coming information society; Objective of the research: sociological research of university communicative activities, stady of opportunities for improving the PR-methods in order optimization university communicative activities; Methods of the research: history-genesical analysis, comparative analysis, structure-functional analysis; Theoretical and practical results: scientific basis for improvement and development of higher education establishments communicative activities, higher education management, PR-, press-department higher education establishments management, improving the PR-methods in university communicative activity; The level of the application: the university activity communicative aspect in conditions of new socio-cultural and technological reality was exposed to the sociological research for the first time. As the results, there were proved, that the university communicative processes need to acquire regular character which thus leads to establishing communicative activities, the optimization of communicative activities of universities to a large extent is achieved due to the public relations methods, among which were distinguished those adequate to the nature and functions of universities, proposed practical recommendations as to the use of a PR-message in communicative activities of higher educational establishments; The level of the application: the results are using in the management of V.N. Karazin Kharkiv National University Public and Press relations Center, in teaching of "Public Relations" and "Management of PR service" courses for V.N. Karazin Kharkiv National University students.