Research Work in the University: Strategy and Technology of Reputational Promotion

This work is devoted to one of the most pressing issues in the field of reputation management of the university, namely the issue of efficient organization of its research activities. Reputation management is seen as an area of ??strategic planning and management of communicative development which reflects the continuity of corporate organizational change models and at the present stage is associated with the proliferation of network management models and paradigms of lateral management. As a base implementation of the principles of management in the lateral field of research we presented framing model of information and communication space of university that integrates different cognitive styles, research strategies, presentation technology and communication channels with stakeholders. As an important resource for reputation policy this work also addresses the construction of a complex matrix of the competence development, which allows close coordination of scientific research relevant to the decision of problems of high school in the educational process, as well as advanced training faculty. This approach allows you to position reputational policy in this area as the organic component of the development of the strategic communications of the university and enhance its "human capital".