ОСОБЕННОСТИ ОРГАНИЗАЦИИ PR-ДЕЯТЕЛЬНОСТИ В

Аннотация

This article presents a comparative analysis of PR activities in public and private universities of the Republic of Uzbekistan amid large-scale educational reforms. Based on an empirical study of Tashkent State University of Economics and Kimyo Tashkent International University, the research identifies fundamental differences in approaches to institutional communications. Public universities demonstrate an administratively oriented model characterized by limited resources and traditional practices, while private universities implement an integrated model with active use of digital technologies and innovative PR tools. The study reveals critical gaps in the field of academic PR and research communications, substantiating the need for professional training of personnel and the development of specialized educational programs. The findings have practical relevance for improving communication strategies in higher education institutions of various ownership forms. Keywords: PR activities; university corporate communications; public universities; private universities; digital transformation; reputation management.