Abstract
The article analyzes the political image, methods and technologies of higher educational institutions.University’s educational technology and public relations activities focus on key areas of image policy,which focuses on the importance of modern telecommunications tools that use the development of informationand communication systems; To determine the attractiveness of the university, it is necessaryto annually attract public opinion and form an image based on its results.It is well known that the image policy is one of the most important tools for university management.Currently, the important role is played by the role of industry in developing the image of the universityin the world, including in Kazakhstan, and the demand of the industry for its services. This aspect is the36 Хабаршы. Журналистика сериясы. №1 (47). 2018Университеттіңимиджінеықпалететіннегізгішарттар(әл-Фaрaби aтындaғы ҚaзҰУ мысaлындa)basis for the components of the image.Taking into account these facts, the author claims why the universityemphasizes the image policy, emphasizes the factors influencing the choice of students in the fieldof education, the best university in Central Asia - KazNU. Al-Farabi, which gives examples of the imageof the most authoritative universities in the world. compared with its activities in this field.It is based on the influence of professions, widely known in modern life, as the idea of the article.Key words: higher school, image, image policy, PR events, university ratings, reference groups, ratingfactor.