Bakhmetieva A. Special communicative functions of public relations in press-office's activities of education establishments

The thesis is an integrated research of the public relations basis functions in activities of education establishment's press-offices and their interaction in realization of social functions, which direct attention to consolidation of civil society basis and priority of human values. An analysis of effective application of different communicative strategies is bases on the practical activities of university's mass-media departments in Ukraine. The research reveals modern tendencies in creating and maintaining positive image, in building own media and virtual communication expanses, in positioning on educational field. In the thesis new methods of public relations' valuation suggested which based on correlations of quality, quantity and within indices.