THE ROLE OF PR TECHNOLOGIES IN SHAPING THE IMAGE OF PRESCHOOL EDUCATION INSTITUTIONS

Abstract

This thesis analyzes the role of PR technologies in shaping the image of preschool education institutions under conditions of educational modernization and growing public expectations toward openness, safety, and quality in early childhood education. In the preschool sector, institutional image is formed not only by educational outcomes, but also by the quality of communication with parents, the transparency of management, the consistency of public messaging, and the ability to build trust-based relations with the community. The purpose of the study is to substantiate the importance of PR technologies as a strategic tool for creating and sustaining a positive image of preschool education institutions. The findings show that PR technologies in preschool education perform informative, reputational, dialogic, preventive, and image-building functions. They help institutions communicate their mission, values, educational practices, and achievements to parents and society in a coherent and trustworthy way. The article argues that effective PR in preschool education should not be reduced to promotion or visibility alone; rather, it should be understood as a management-oriented communication system that aligns institutional identity with public expectations. It is concluded that the image of preschool education institutions becomes more stable and socially convincing when PR technologies are applied systematically, ethically, and in close connection with actual educational practice.