Abstract:

The position of the higher education organization and its perception in relation to the public is in the current competitive period an essential part of the image in which the higher education organization is located. The role of positive public perception of higher education organizations is played mainly by public relations activities. Public relations activities are therefore one of the most important and at the same time they are not as expensive as advertising activities.In the course of several years, education has undergone many changes and transformations in Slovakia. Competitiveness in higher education conditions is steadily increasing, so the higher education organization must also take into account other activities, especially with regard to marketing.The objective of the paper is to provide a theoretical summary of educational marketing and public relations, as well as finding differences between selected social characteristics of the target group in relation to public relations of higher education organization.