Influence of reputation agents on University profile formation

Abstract

It is obvious that reputation is an important factor in the success of any organization, including those working in the field of education. In the era of digital transformation the importance of reputation is not reduced, but the process of its formation and strengthening (as well as protection) acquires a new content. In particular, in the digital era the number of sources of information and communication channels and, consequently, reputational risks grow. It is important to consider that the organization has no influence over many sources of information, but, at the same time, the information in those sources is important for representatives of the target audiences, especially for applicants. On that basis, it is important for educational organizations to make the right managerial decisions related to reputation and brand. The paper studies the practices of higher education institutions in the process of managing reputational risks in connection with the activities of third-party reputational agents. In particular, it is noted that the presence in the ratings at high positions should not be a goal in itself for a university, but a natural consequence of its successful work. Therefore, managerial decisions should contribute to forming the reputation implyed by leadership in educational and scientific spheres, and that work should be carried out in cooperation with reputational agents.