METHODICAL APPROACH TO EVALUATING THE EFFECTIVENESS OF ORGANIZATIONAL SUPPORT FOR MANAGING UNIVERSITY COMMUNICATION ACTIVITIES

Abstract

The article presents an original methodological approach to evaluating the effectiveness of organizational support in managing university communication activities, integrating systemic, process, and institutional perspectives. It emphasizes the strategic role of communication in ensuring competitiveness, shaping a positive image, and strengthening partnerships of higher education institutions. The study highlights the importance of organizational architecture, regulatory documents, human resources, and information systems as key elements of communication policy. Both internal and external dimensions of communication are analyzed: internal communication fosters transparency, trust, and engagement among students and faculty, while external communication ensures integration into the global educational space and enhances the university’s reputation. The proposed framework includes three groups of criteria—organizational, functional, and result-oriented—specified through measurable indicators that enable quantitative and qualitative assessment. Organizational criteria reflect structural and regulatory parameters; functional criteria capture the quality and coordination of information flows; result-oriented criteria assess stakeholder satisfaction, image formation, and partnership development. An evaluation algorithm is constructed, comprising defining strategic communication goals, developing criteria and indicators, forming an empirical information base, calculating an integrated efficiency index, and integrating the results into university management. The practical significance of the approach lies in its ability to optimize communication processes, increase transparency of governance, and strengthen sustainable external relations, thereby enhancing institutional resilience and competitiveness. Moreover, the methodological novelty ensures adaptability across diverse academic contexts, offering universities a universal tool for diagnosing weaknesses, reinforcing strengths, and aligning communication strategies with long-term developmental priorities.