the press service plays a crucial role in organizing the internal and external communications of higher education institutions. This article explores modern approaches, strategies, and key principles for ensuring effective collaboration between university press services and mass media. Media cooperation is an essential factor in shaping the public image of universities, disseminating academic achievements, and strengthening public relations.

press service, higher education, mass media, communication strategies, information policy, public relations, digital media, university image, branding strategy.

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