School Image in the Context of New Communication Technology

Reconsidering the strategy regarding the institutional image amongst students, parents and the community represents an opportunity for the organization and distribution of special responsibilities linked with the relationship with the recipients of the educational act, for ensuring the transparency that is necessary for the responsible participation of all the members in partner structures with the local community, the parents, the socio-economic organizations in what concerns the appropriate educational offer of the school in relation with the specific community needs. This paper proposes to investigate the image of the school institution in the community and the promoting strategies, using classical methods as well as modern communication technology, web sites and social network sites for the implementing of educational marketing. The study focuses on the image of the Santana Scholar Group and the promoting strategies based on a questionnaire made in Google Docs, which was included on the school’s web site to be filled in.