РЕПУТАЦІЙНІ РИЗИКИ СУЧАСНОГО УНІВЕРСИТЕТУ

In the transformational economy of Ukraine, higher educational institutions, as subjects of the market of educational services, constantly face various risks. If earlier the concept of “reputation” was considered stable, then in the conditions of a dynamic level of competition, rapid development of Internet networks, improvement and development of “PR” technology, everything changed significantly. Building a university’s reputation takes time and considerable reputation management effort. In a broad sense, it is about the development and implementation of the university’s long-term strategy for the formation, support and protection of the reputation of the educational institution and its leaders. Low rankings in the higher education sector are problematic even for high-performing universities, while the presence of underperforming universities has left a mark on the industry’s reputation. A key factor in a university’s reputational risk management system can be a “reputational risk map”, which can be used to identify risk identification tools that can help identify new reputational risks and trends. The basis for building the map is the identification of areas of work with key components of the university’s reputation