Potential of PR-Activity in the Sphere of Russian Education

The paper is devoted to the analysis potential of PR-activity in the sphere of Russian education. Effective way to influence the formation of public opinion is the reporting of information about the organization through the media, which is an important activity of PR-specialists in an educational institution. We focused on the conditions of a competitive educational institution who are ready to enforce its PR-activity. Public relations reflect the emergence of new subjects of dialogue in education. We made the conclusion that attempts of the school to participate in the market, attracting attention and shaping its image, is a positive trend. Competent PR support provides the effective functioning of the educational institution in the market environment