Media image of the school as a key direction of the educational organization's development strategy

The article explores the role of a school's media image as part of the marketing mix in the development strategy of an educational organization. The components of the media image are identified, and tools for its formation and improvement using the marketing mix are described. Approaches for the effective formation of a media image of an educational institution are considered. The research was conducted at the Municipal Autonomous Educational Institution ‟Secondary General Education School No. 79” in Orenburg. It involved an analysis of scientific literature and empirical research on the media image of the educational organization, including the analysis of statistical reports from the official community of the institution, observation, content analysis of the institution's official website, and its official page on the social network VKontakte. Additionally, the study included an analysis of the school's rating and feedback from the target audience on the pages of electronic navigation services and organization directories. As a result of the study, a development strategy task was formulated aimed at improving the media image of the educational organization, along with planned outcomes and a list of key activities to achieve this objective. Based on the findings, targeted methodological recommendations were developed for educational institution leaders. These recommendations will help leaders integrate the process of forming a media image into the marketing mix of the educational organization, within the development strategy amid digital transformation.