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СИМВОЛ НАУКИ ISSN 2410-700X № 11 / 2019
УДК 371.113.1
Kormakova V. N.,
full professor of chair for pedagogy Federal State Autonomous Educational Institution of Higher Education «Belgorod National Research
University», Ed.D., full professor (Belgorod, Russia) Bavykina A.I.
The 2nd year of postgraduate coursies, Federal State Autonomous Educational Institution of Higher Education «Belgorod National Research
University», (Belgorod, Russia) anastasiya-bavykina@yandex.ru
IMAGE OF THE HEAD IN THE STRUCTURE OF THE IMAGE OF THE EDUCATIONAL
ORGANIZATION
Аннотация
This article discusses the image of the head of an educational organization. Some ways of forming the image of the head of the school are outlined. The necessity of controlling this process is shown.
Ключевые слова: Image of the educational organization, image of the head.
Each educational organization must have its own image. The formation of the image of the organization is a managed process. Therefore, a competent leader in the first place takes care of the formation of a positive image of his organization.
The image of the organization consists of several components: the external and internal image of the organization. The external image of the organization reflects the actions associated with its target audience (elements of visual identification, media involvement). The internal image of the organization reflects the internal corporate policy: it is an image formed among employees. The image is able to show the life of the organization from the inside, thereby interest the potential consumer of services or pushing him away. The dissemination of such information occurs in informal communication and, therefore, creates more trust than advertising [5].
When working on the formation of the internal image of the organization, attention should be paid to the following components:
1) corporate culture - socio-psychological climate, working conditions, level of reliability and stability, concern for employees;
2) the image of the staff - professionalism, communication culture within the organization, physical and social information;
3) the image of the leader - his professional abilities, management style, personal characteristics, external information [2].
The positive image of the head of the educational organization is an important part of the image of the organization as a whole, especially when communicating in professional activities (competing organizations, partners, governing bodies) [4].
However, an educational organization is not a public law body whose success is based on public interests; this is the influence of the given image parameters, which depends on the accuracy of calculating the psychological and social parameters of the interested audience. Therefore, the importance of personal characteristics of the image of the head of the educational organization is reduced to zero, and the leading role in shaping the image of the leader begins to play the social and professional components of the image of the person.
In modern conditions, the role of the school principal, which not only organizes and coordinates the educational process, but also ensures its economic efficiency, becomes especially relevant and significant.
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СИМВОЛ НАУКИ ISSN 2410-700X № 11 / 2019
Currently, school principals work in conditions of certain economic relations, they have to make a large number of important managerial decisions - from the possibilities of organizing additional earnings to finding the best ways to improve the quality of education. The requirements for education in the 21st century have changed the position of the head of the school as a manager: he increasingly needs knowledge of financial management and the school economy. It is not enough to possess only strategic thinking, but it is also necessary to know the features of managing the educational process. This combination of professionally important qualities allows you to increase the level of education, which is one of the main tasks of the school. The use of innovative pedagogical technologies also has an impact on improving the quality of education. [6].
The effective leader of the modern school solves another important problem: ensuring the outstripping nature of education: setting goals that are important today and which will become even more important tomorrow, is looking for ways to solve them. The head of the educational organization is one of the key figures in ensuring effective changes in the field of education. The ability to accept and implement the basic ideas of modernization depends on the level of development of Russian education and, ultimately, the education of future generations. The school director manages the educational process, the interaction of students, parents and the teaching staff. To maintain the necessary level of communication and the functioning of all these groups, he must be a teacher and organizer, have legal and economic knowledge. The head should take care of the teachers in the team entrusted to him, to promote the development of teachers, their professional development. To create comfortable learning conditions, the head of the educational organization must have in-depth knowledge in the field of pedagogy, psychology, as well as various pedagogical and managerial technologies [3].
The director of an educational organization needs to be a diplomat, who establishes, including through his positive image, pedagogically expedient relationships between the subjects of the educational process. He is a kind of ideal that is imitated and equal to subordinates and colleagues.
The public makes the main requirement for the head of the educational organization - the availability of abilities and readiness for targeted actions to ensure optimal functioning and development of the managed system. It is these professional qualities that should be reflected in the positive image as dominant. Along with this, a positive image of the leader should contribute to the guaranteed bringing of the organization to the goals set, fulfillment of the organization's mission and achievement of positive results [1].
The positive image of the head of the school includes managerial, pedagogical, communicative, diagnostic and research qualities. The effectiveness of his work is determined by the level of formation of professional knowledge and skills, the degree of development of professionally significant personal qualities that are necessary for the implementation of managerial functions to achieve the intended goals.
Thus, the effective management of an educational organization in modern conditions is impossible without understanding the importance of a positive image of a leader. The positive image of the head of the educational organization is an integral part of the image of the organization and a reflection of the entire management process. The modern head of the educational organization ensures the leading nature of education, setting important tasks and finding ways to solve them. Therefore, in recent years, more and more school leaders have been paying special attention to their image as an additional tool that allows them to gain a positive reputation of the organization and credibility in the pedagogical environment. Reference list:
1. Blazhnov E.A. Pablik rilejshnz. M.: Progress, 1994. 22 p.
2. Burceva T.A. Issledovanie korporativnogo imidzha // Marketing. 2008. № 3. P. 24-35.
3. Mandel' B.R. Innovacionnye tekhnologii pedagogicheskoj deyatel'nosti. M.: Direkt-Media, 2016. 260 p.
4. Novokshonova M. Imidzh v obrazovanii: struktura i ekonomicheskie faktory effektivnosti // Uchitel' . 2010. № 1. P. 20-21.
5. Perelygina E.B. Psihologiya imidzha: ucheb. posobie. M.: Aspekt Press, 2002. 223 p.
6. Simonov V.P. Pedagogicheskij menedzhment. Nou-hau v obrazovanii: ucheb. posobie. M.: Vysshee obrazovanie, 2009. 357 p.
© Kormakova V.N., Bavykina A.I., 2019
