A seminar-workshop "Reputation Management in University and Region: Rules of Play" sponsored by the Vladimir Potanin Foundation and the National Training Foundation was held in Moscow, September 7-8.

The forum brought together over 140 representatives of Russia's regional universities interested in mastering new promotion tools. Participants of the event on the YUSU part were: Tatiana Karminskaya, Rector; Andrey Martynenko, Vice-rector for Research and International Affairs; Roman Kuchin, Vice-rector for Academic Affairs.

The first day kick started with a discussion on the best reputation management practices, image building and branding for Russian universities hosted by the respected TASS News Agency. The discussion was also attended by Sergey Zverev, Head of Integrated Communications Department, National Research University Higher School of Economics; Oksana Oracheva, CEO, Vladimir Potanin Foundation; Aleksandr Sobolev, Head of Department of State Policy for Higher Education, Russian Ministry of Science and Education; Aleksey Chaplygin, Initiator and ideologist of the National University Rating; and Irina Arzhanova, Executive director, National Training Foundation.

The next day was dedicated to the close-up review of the best practices held in NRU Higher School of Economics. The participant met top-ranked officers in charge of communications and networking representing leading nationwide institutions.

– Programs of our foundation focus on organizations capable of serious persisting changes, assuming responsibility and making progress. These people here are indisputable leaders, – Yulia Grozovskaya, Director for Communications, Vlidimir Potanin Foundation said.

The core message of all discussion platforms at the event quoted as saying "The university reputation impacts comprehensively on state of affairs in its home region, social and economic development. The university may be not merely a talent training center but an employer itself. This is possible provided the university enjoys a strong brand that could lay the basis for the region's image as a whole. The image and brand of an educational institution should be considered a competitive advantage, which makes it possible to increase the attractiveness of the university in the eyes of target audiences (employers, university entrants, authorities, etc.)".

– Experience we have gained during this practice-oriented seminar and staff management framework will be considered when adopting the the University Strategic Development Program for 2017-2021, – rector Tatiana Karminskaya noted summing up the event.

English version by Azat Garipov.