Multidisciplinary Journal of Science and Technology

THE ROLE OF STRATEGIC PR IN ENHANCING THE REPUTATIONAL APPEAL OF UNIVERSITIES IN UZBEKISTAN: A COMPARATIVE ANALYSIS OF TSUE AND KIUT

Fotima Chorieva

Lecturer, Faculty of Public Relations and Management University of journalism and mass communications of Uzbekistan

Keywords: Strategic public relations

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Abstract

This paper explores the role of strategic public relations in shaping and enhancing the reputational appeal of higher education institutions in Uzbekistan, with a particular focus on Tashkent State University of Economics (TSUE) and Kimyo International University in Tashkent (KIUT). A comparative methodology was employed, incorporating content analysis of the universities’ official websites and social media platforms. The study assessed the use of PR tools, visual identity, communication frequency, and institutional positioning. Findings indicate that KIUT adopts a more dynamic, audience-oriented strategy, whereas TSUE maintains a formal, academically focused communication style. The research demonstrates that a well-structured strategic PR approach significantly influences the perceived institutional brand, especially among prospective students. The results suggest that public universities in Uzbekistan would benefit from strengthening their digital communication strategies and developing comprehensive PR frameworks as integral components of reputation management.

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