The image of the head of the preschool education institution. Management project “Creating the image of a preschool educational institution. Analysis of the image of madow "seven-flower"

20.05.2020

Analysis of the image of MADOU "Semitsvetik"

After many years, the kindergarten "Semitsvetik" is recognized and successful: a stable creative team, effective interaction with society and with parents, positive public opinion in the city, worthy results of graduates kindergarten and, most importantly, the well-being of the children. This indicates that the kindergarten has a positive image and needs to be maintained and developed.

Work on creating and maintaining an attractive image of the preschool educational institution began with the study and evaluation of the existing image to date. The study was carried out in 4 main blocks:

1. The foundation of the image is to determine the purpose of the preschool educational institution, the idea of its functioning and development, distinctive characteristics from other kindergartens.

Since the team is working with a priority sports and recreational area of work, the activity of the preschool educational institution is to provide high-quality recreational and educational services children. The main value in the work is the safety of life and health of children and teachers. Therefore, the key activity of the kindergarten is the organization health work, the use of health-saving technologies in work with children. Implementation of the designated content of the work of preschool educational institution is ensured by the high competence of the personnel and the equipment of the material and technical base.

To obtain qualitative results on the study of the image of the preschool educational institution, employees of the preschool educational institution, parents and children were involved in his study. Diagnostics of the image of the preschool educational institution took place in 3 stages:

1. The study of the image of the preschool educational institution by employees and staff through the answers to the proposed questionnaire.
2. The study of parents' ideas about the preschool educational institution through a personal interview of the parents when the child is admitted to the preschool educational institution, observing their behavior in the process of interacting with the employees of the preschool educational institution, questioning, projective methods.
3. Studying the characteristics of the perception of kindergarten by older children preschool age through the use of the following methods: conversation and drawing test.

The 1st stage of diagnostics is the study by the administration and staff of the image of the preschool educational institution.

The teaching staff developed criteria for studying specific characteristics of the image based on the results of studying the opinions of parents and analyzing the work on evaluating the image of other kindergartens. According to the proposed questionnaire, the head and teachers of the preschool educational institution assessed the characteristics of the image (4 blocks) for each designated criterion.

Since monitoring studies of parental satisfaction with the quality of education and upbringing in preschool educational institutions are carried out systematically, below are diagrams of diagnostic results in the process of studying the image of preschool educational institutions, starting from the 2009/10 academic year and ending in 2011/12 academic year, which allow you to see changes in the image of the preschool educational institution over the past 3 years (Appendix 1).

Thus, comparing the results of diagnostics over the past 3 years made it possible to see an increase in indicators:

Rice. 2.1

The work carried out made it possible to identify problems and identify a further strategy for transforming the image of the preschool educational institution, which are highlighted in the development program for 2009-2012: work to expand and change the range of services. Planned: creation of conditions for the organization of services for children not attending kindergarten (within the framework of pre-school education), organization of evening groups.

The 2nd stage of diagnosis is the image of the preschool educational institution through the eyes of parents.

To determine the features of the image of the preschool educational institution, a study of the opinions of parents was carried out, a questionnaire was proposed (Appendix 5). The main criteria for analyzing information provided by parents: motive, reason for choosing a preschool educational institution; first impression of the DOW; identification of positive and negative aspects activities of the preschool educational institution; satisfaction with the amount of information, participation in the life of the preschool educational institution; expectations and the degree of their implementation, the commitment of the preschool educational institution; the nature of the associations in connection with the DOW.

In order to study the opinions of parents, traditional methods were used: personal interviews, focus groups, observation, and questionnaires.

In addition to the traditional methods used in working with parents, projective methods were used to identify the views and attitudes of parents to the activities of the preschool educational institution by consciously or unconsciously transferring their own state to external sources.

This work helped to determine the attitude of parents to kindergarten. The work of the employees of the preschool educational institution was rated by parents at 5 points. A total of 163 parents were interviewed. Parents willingly took part in the discussion of this issue. This is due to the fact that when offering parents basic services and additional services, they take into account individual characteristics specific children (adaptation groups for young children, developing classes for future first-graders, aerobics sports section, circles of intellectual, artistic and aesthetic, creative development, etc.), parents, their cultural and educational level, degree of competence in the field of pedagogy and psychology, interests, abilities (dance studios, theatrical, musical living rooms). Based on the results of the survey, all the proposed wishes were considered by the staff of the preschool educational institution for further coordination of their work.

3rd stage of diagnosis - the image of the preschool educational institution through the eyes of a child.

Children are carriers of an external and intangible image. They spend most of their lives within the walls of the preschool educational institution, they are constantly in contact with teachers, the culture of the institution, that is, they are also connected with the internal image of the preschool educational institution. Their attitude towards the kindergarten and teachers has a direct impact on the parents and the image of the preschool educational institution in their eyes. The main criteria for analyzing information provided by children: the child's attitude to preschool; highlighted factors (toys, activities, educator, peers, nutrition) that attract or repel the child; the nature of associations, the ability to give a figurative, original name; the desire of the child to complete a drawing on the theme of kindergarten and the features of the drawing.

The study of the image of the preschool educational institution through the eyes of the child was carried out using the following methods: a conversation with the child, aimed at determining his attitude to the kindergarten; drawing test. A drawing on the theme of a kindergarten, which, based on image analysis, reveals the features of the child's perception of preschool education and his attitude. Most Effective Use this method possible with the inclusion of a teacher-psychologist in the study.

So, as a result of the implementation of the diagnostic material, the originality of the image of the preschool educational institution was revealed, that it meets the optimal requirements for it by consumers of services, which made it possible to determine ways for its further improvement.

The modernization of the education system in Russia puts forward the issues of forming the professional competence of a teacher to one of the leading places. Professional competence is a condition for the effectiveness of the organization of the educational process. The leading role in this in kindergarten is given to methodological work.

Today, a preschool educational institution needs a teacher who is able to build work with children based on modern technologies and new programs, to be the creator of the pedagogical process.

Teachers can be divided according to the level of pedagogical skills and qualifications into 3 groups of teachers. And build work with them, taking into account their level of pedagogical skills and qualifications.

Organization of work with teachers of preschool educational institutions, taking into account their level of pedagogical skills and qualifications:

Rice. 2.2 Forms of work of the methodological office for the formation of the image of the preschool educational institution

Each group has its own ways of stimulating innovative creative activity.

Competitions can become one of the powerful incentives. The spirit of professional rivalry stimulates teachers to demonstrate their knowledge, skills, creative findings, activates them to search for new approaches to organizing the educational process, improving the developing space.

Preparation for competitions allows teachers, on the one hand, to feel like a team of like-minded people, and on the other hand, it gives everyone the opportunity for self-realization in accordance with their abilities and innovative potential.

The holding of professional competitions of various kinds in the preschool educational institution can be considered relevant and considered as one of the signs of modernity carried out in an educational institution. methodical work.

The tasks of conducting review competitions in the preschool educational institution:

1. Ensuring professional growth and improving skills in all indicators of the teacher's activity;
2. Increasing the level of pedagogical and psychological competence;
3. Creation of conditions for the manifestation of creativity, innovation and the involvement of the teacher in research and experimental activities;
4. Formation of skills for effective interaction with children, their parents, administration and colleagues.
5. Current control of the educational process.

Firstly, each review competition is focused on solving a specific problem in a specific educational institution with specific teachers. For example, such a task may be, first of all, improving the professional skills of teachers or disseminating innovative pedagogical experience, or stimulating the conscious activity of teachers.

Secondly, the variety of forms of holding review competitions makes it possible to avoid routine and predictability in terms of the implementation of the plan and to adapt the content of each pedagogical competition to the professional needs of a given preschool educational institution.

In the kindergarten, a spirit of healthy rivalry appears between individual teachers, creative groups, which cannot but affect the educational process in the preschool educational institution in the most favorable way.

It should be noted that careful preparation precedes the conduct of this or that competition. So, in the preschool educational institution "Semitsvetik" the senior educator develops a draft regulation of a certain review competition. The development of this document takes into account the following:

1. The subject of the competition must be relevant and must correspond to the annual tasks facing the preschool educational institution.
2. The objectives of the competition should be clear, as specific as possible and close to the needs of preschool teachers.
3. Both in terms of the nature of the content and the method of fulfillment, the competitive tasks should be diverse and, with relative labor intensity, be feasible for the participants in the competition.
4. The wording of tasks must be extremely accurate; if necessary, the tasks should be accompanied by explanations.
5. The number of evaluation criteria for a certain competitive task should be sufficient (optimal) to identify objective results; criteria should be scientific in nature and, if necessary, be accompanied by explanations.
6. Evaluation sheets should be easy to use for experts both when filling in and when summing up the overall results (calculating points).
7. In addition to the moral encouragement of the participants of the competition, their material encouragement should be provided in accordance with the level of results achieved.

The developed draft regulation is considered at a meeting of the creative group or the Commission. The regulatory framework for the review competition includes:

1. Order on holding a review competition in an institution (Appendix 2).
2. Regulations on holding a review competition, approved by the head of the preschool educational institution (Appendix 3).
3. Evaluation cards according to the competition criteria.
4. Help on the results of the review competition

The following is short description and the results of professional competitions held in the kindergarten "Semitsvetik" in the period from February 2009 to May 2011.

It can be stated with a certain degree of certainty that the contests:

1. Allow teachers to approach their implementation with special responsibility.
2. Promote quality and efficiency pedagogical activity and creative initiatives of preschool specialists.
3. Positive changes are taking place in the professional environment, the interest of preschool workers in pedagogical creativity is growing.

Of course, contests are not a panacea for all the troubles that exist in kindergartens. However, one should not neglect the opportunities lurking inside such professional competitions to fill the life of a certain pedagogical team with unique and relevant content, to give each teacher a chance to express himself and be heard. An analysis of the results of past review competitions indicates that kindergarten teachers have shown themselves with better side experienced the joy of recognition of their work by colleagues, the administration. That's why, this direction methodological work should be strengthened and developed as a good and very useful tradition.

In November 2010, the contest "My group is the best" was held in the kindergarten. Each group and specialist teachers presented their groups or classrooms. The senior and preparatory groups held their presentations with the participation of children.

During the presentation, teachers presented:

1. Groups (subject-developing environment as a whole or its separate playing zones);
2. Exhibition materials that introduce the life of the group;
3. Group achievements, revealing the results of the children's group in any type of activity, or the individual achievements of the child.

Thus, in order to form an attractive and unique image, a preschool educational institution must have:

1. Clearly defined priorities, own philosophy, own vision of the future;
2. A unique, inimitable system of values, customs, traditions, styles of behavior;
3. A variety of high-quality educational services;
4. An original system of educational work that develops creative abilities, improves mental functions, forms healthy lifestyle life;
5. Communication with healthcare institutions, additional education, different social institutions;
6. Bright, recognizable, timely updated, informational materials intended for external presentation;
7. A system of targeted submission of information to consumers about their potential, successes and expected educational services.

It is very important for the formation of a positive image to strictly comply with the promises of their implementation. It is better to promise a modest service but deliver it with dignity, than to offer a wide range of services but deliver only a part of it.

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MBDOU "Kindergarten No. 21" Brook "

city of Novocheboksarsk, Chuvash Republic

Plan - abstract

OF THE PEDAGOR'S COUNCIL

"Formation of the image of the preschool educational institution"

The date of the:

April 2014

Business game on the topic: "Formation of the image of the preschool educational institution"

Tasks:

- give meaning to the concept of "image of the preschool educational institution";

Show the value of a positive image on formation of a preschool educational institution;

Joint development tasks, parameters for the formation of a positive image of the preschool educational institution.

Literature:

1. Alikperov I. Formation of the image of an educational institution: Western and Russian versions [ Electronic resource] // International relationships in the development of socio-economic processes in the CIS countries: materials of the international. scientific-pract. conf. June 14-15, 2001 Omsk. - Omsk, 2001. - URL: (12.01.07).
2. Volkova V.V. The image of an educational institution in the context of the problem of competitiveness of universities [Electronic resource] // Sat. scientific tr. North Caucasian state. tech. un-ta.Ser. "Humanities". -2005. - No. 2. - URL: (12.01.07).
3. Dagaeva E.A. University Image Management // Personnel Management. - 2005. - N 3. - S. 26-28.
4. Zhuravlev D.V. Scientific basis for the formation of the image of a preschool educational institution // PR in education. - 2005. - No. 2. - S. 68-74.
5. Zhuravlev D.V. Image as a specific unity of typical features that govern individual, group and mass consciousness//PRin education.-2004.-№2.

6. Zueva E.I. Approaches to the formation of the image of an educational institution [Electronic resource]//Sat. articles to fourth International Scientific and Theoretical Conference "Education and Science in the Third Millennium" / Altai Institute of Economics and Law.- (25.04.2002).

7.Corporation image//Imageology. How to please people / Ed.-comp. V.M.Shepel.-M.: Public Education, 2002.-S.392-402.

The image of Moscow State University and the prestige of higher education / preparatory material. A.B. Likhanova // Sociology of power. - 2005. - N 1. - S. 185-186.

8. Karpov E.B. Image in education // PR in education. - 2003. - No. 6. - P. 40-50.

9. Karpov E.B., Ardysheva E.A. Employment of graduates and image educational institution// PRin education. - 2006. - No. 3. - P. 75-78.
10. Kovtunova O.M., Larionova I.A. The Image of Social Institutions as a Virtual Reality//PRin education.-2006.-№4.-p.36-38.

11.Corporate project of image-promotion of a preschool educational institution // PR in education. - 2005. - No. 2. - S. 96-103.
12. Lazarenko I.R. Formation of the image of an educational institution as a managerial innovation [Electronic resource] // Pedagog. - 2000. - No. 9. - URL: (12.01.07).
13. Lerner P.S. Vectors of reforming the content and image of general and secondary vocational education// PR in education. - 2006. - No. 2. - C. 46-48.
14. Lerner P.S. Image high school: perception, expectations// PR in education.-2004.-№1.-p.80-96.

15. Lizinsky V.M. Image and mission of the school as a resource for its development // Resource approach in managing the development of the school. - M .: Center "Pedagogical search", 2006.-S.106-108.

16. Moiseev A. Mission of the organization: what does it mean?//Leader of education.-2004.-№5.-P.43.

17.Panasyuk A.Yu. Image: definition of the central concept of imageology//PRin education.-2004.-№2.

18. Pantyushina O.I. The image of a higher educational institution in the minds of schoolchildren//PRin education.-2006.-№4.-p.46-49.

19. Piskunov M.S. Image of an educational institution: structure and mechanisms of formation//Standards and monitoring in education.-1999.-№5.-p.45-55.

20. Pocheptsov G.G. Profession: image maker. Kyiv, 1988.

21. Rakovskikh V.L. Television image of an educational institution // PR in education. - 2003. - No. 6. - S. 86-88.

Preparing for the teacher's council:

Conducting surveys with parents

Development of a slide presentation

Mini-survey of educators "Components of the image of the preschool educational institution"

PLAN:

Theoretical part: slide conversation

business game

Survey results

Results of monitoring the implementation of the main general education program

The results of the educational and educational work of teachers of preschool educational institutions:

Analysis of the results of the review "Corner of the future first grader"

Analysis of the comparative study "Developing zones in early age groups"

Professional growth of teachers, analysis

Miscellaneous

The decision of the pedagogical council

1 part:

Coverage of the topic of the meeting.

“Wherever we go, our image (whether good or bad) will definitely get ahead of us.” Chesterfield F.

It is not the image that colors the actions, but the actions that color the image. (Tetcorax)

What is IMAGE and why do we need it?

Image - a specially formed image that psychologically and emotionally affects others. Image allows you to achieve a certain effect in communicating with other people, it helps others to create a certain impression.

Image (image) - translated from English as "Image".

People form their opinion about us in the first few seconds, just by looking. Whether you're giving a presentation, negotiating, going on a date, it's important what first impression you make.

Everyone has an image: a politician and a school teacher, a businessman and a salesman, a top model, an athlete and a homeless person. But, of course, not everyone has a good image. A successful image is acquired by working hard on it and constantly polishing it. A well-designed image works for us and helps us to successfully walk through life. Conversely, the image of a loser can destroy all our plans.

But the image is not only appearance. Image is an infinitely deep concept. Our hairstyle, makeup, clothes, accessories, look, voice, gestures, facial expressions, mannerisms, communication style, the books we read, the music we listen to, the people and objects around us - all this is our image.

Any object that belongs to us tells about us.

There are three directions in the image:

Physical image - our health, grooming, style of clothing, hair and makeup

Psychological image is our character, temperament, inner world.

Social image - our role in society, behavior and communication features.

These directions are intertwined and form a single whole.

Not only a person has an image, but also organizations, institutions, firms, groups, etc. have it. And our school is no exception.

The basis of the image of the preschool educational institution is to determine the purpose of the kindergarten, the ideas of its functioning and development, as well as its distinctive characteristics.

Theoretical:

1) an integral part of the teacher's image

2) Relevance (Requirements of GEF)

3) Stages of image formation

4)Company standard

2 part:

Greetings.

What do you think is necessary in order to form a positive image of a preschool educational institution?

Members business game previously divided into 2 microgroups.

Exercise 1.

Make up the tasks that need to be set (solved) to form a positive image of MBDOU "Rucheyek".

Groups discuss and present their options.

To form a positive image of the preschool educational institution, it is necessary to solve the following tasks:

Slide.

Investigate the real attitude of employees, parents and pupils to the preschool educational institution;

Create conditions for the professional development of kindergarten teachers and staff in order to increase its rating;

Organize informing the society about the activities of the preschool educational institution.

Task 2.

To assess the image of the preschool educational institution, it is necessary to study it (research, evaluate).

What do you think needs to be done to assess the DOE?

Respondents (i.e. those who will evaluate) are needed to evaluate the preschool educational institution. Who do you think it might be?

Slide. (Teachers of preschool educational institutions, parents of pupils, representatives social sphere, schools, clinics, traffic police).

Task 3.

According to what criteria (parameters) is it important to evaluate the preschool educational institution?

Participants of the game discuss and present their answers.

Slide.

Parameters for determining the assessment of preschool education:

The fame of the DOW;

The history of the institution, the duration of its activity;

The image of the leader;

The attitude of staff to pupils, to each other;

Form of ownership (state or private preschool educational institution);

The quality of the educational services provided;

Continuity of the educational process of the preschool educational institution and the school;

reputation of the institution;

Position in the market of educational services;

Socially useful activity;

The attractiveness of the name, symbols, paraphernalia;

Interaction with power structures;

Participation in charity, social programs.

Each parameter can be assessed on a 5-point scale based on its significance for the respondent:

5 - very important;

4 - rather important;

3 - half important;

2 - rather unimportant;

1 is completely irrelevant.

Task 4

Evaluate the preschool educational institution according to the proposed parameters based on their significance in accordance with a 5-point scale on behalf of the following respondents:teachers of preschool educational institutions, parents of pupils, representatives of the social sphere, schools.

Participants in their microgroups are divided into pairs and assessed on a 5-point scale of preschool education on behalf of the selected respondent).

Each organization, firm, institution also hasinternal image. The internal image of the kindergarten - it is the perception of the institution by all its employees. It consists of the attitude of employees to work and their emotional mood. The internal image also affects the reputation of the institution, as well as the visible aspects of the image, because it is the kindergarten staff that builds relationships between preschool educational institutions and parents.

To form the internal image of the preschool educational institution among its employees, the following activities are carried out:

Competitions of professional skills;

Open views of educational activities;

Contests methodological developments;

Workshops.

An important aspect The internal image of the preschool educational institution is also work with the parents of pupils, which may include:

Consultations;

Information stands;

parent meetings;

Living rooms, parent clubs, etc.

The external image of the institution - this is the perception and evaluation of the kindergarten by society, the media and consumers of educational services. Of great importance for the formation of an external image are the quality of upbringing and education of children, public relations, role in social environment and visual perception of the preschool educational institution as a whole.

Creation of recognizable visual image contribute to certain attributes that form the style, external and internal image of the preschool educational institution.

Slide

Form style DOE consists of the following elements:

The brand name that marks the sign on the building of the kindergarten, the folder for business papers of the head, the forms of the preschool educational institution, Balloons used at events, greeting cards, diplomas, etc.;

Anthem DOW;

Chronicle of the kindergarten, a book of reviews for parents and guests of the preschool educational institution;

Badge for each employee indicating his data;

Newspaper published creative team kindergarten for detailed informing the parents of pupils about the activities of the institution;

PR events (open days, presentations, exhibitions);

Publication of information about the achievements of the institution in the media;

Corporate website, presentation films and videos.

Task 5.

Choose and try to develop one of the proposed corporate identity elements for our preschool educational institution.

Participants of the game discuss and present their answers.

Along with the corporate identity, the formation of a favorable opinion about the institution is influenced by the appearance of the building of the preschool educational institution and the landscaping of the territory; internal interior; the manner in which staff communicate with parents, children and colleagues; appearance of employees; speech of an employee answering a phone call.

Colleagues, I propose to use the experience gained in intensive activities to create a positive image of the kindergarten and increase its rating in the further work of the preschool educational institution.

The decision of the pedagogical council:

1. In order to strengthen the image of the preschool educational institution, introduce innovative methods and technologies

Deadline: permanent

Responsible: educators in the preschool educational institution

2. Conduct a CONS-analysis of the image policy of the preschool educational institution

Responsible: senior educator, head

Deadline: May 2014

3. Conduct a master class for teachers "Modern teacher - the image of a preschool educational institution"

Responsible: senior teacher

Deadline: 2014-2015 academic year year

The image of an educational institution implies an emotionally colored image that has developed in the mass consciousness, determined by the ratio between the various aspects of its activity and transmitted to the external environment [Pocheptsov GG, 2001, p. 86].

The concept of image is also associated with the reputation of an educational institution, which consists of several components and is kept in the public consciousness for a long time. The difference between image and reputation is that reputation is the result of creating an image.

Allocate constant and variable components of a positive image of an educational institution.

Permanent images include:

1. A clear definition by the teaching staff of the mission and concept of the educational institution;
2. Friendly atmosphere in the teaching and children's teams;
3. Pedagogical, social and managerial competence of employees;
4. The leader must be: a professional in his field, a clear leader, a bright personality, have informal authority, have the ability to inspire the team to achieve a high goal;
5. An effective organizational culture of an educational institution, including norms, values shared by all, a certain management philosophy, the whole range of views, relationships that determine the specifics of the behavior of the team as a whole;
6. Quality of educational services;
7. Availability and functioning of children's public organizations;
8. Relationships of an educational institution with various social institutions, higher educational institutions, etc.;
9. The contribution of an educational institution to the development of education and the preparation of pupils for school, moral education, the disclosure of creative abilities, the formation of a healthy lifestyle;
10. Care of the administration to provide timely and relevant psychological assistance to individual participants in the educational process (students, young professionals, parents, etc.);
11. The presence of bright external symbols [Lazarenko I. R., 2009, p. eleven].

Image variables include:

1. The content of the mission and priorities of the educational institution;
2. Types of educational services;
3. The material base of the educational institution.

Therefore, when working on creating a stable positive image of an educational institution, it is necessary to give paramount importance to unchanged and permanent components. From the perspective of managing an educational institution, the identified components can be grouped into the following blocks:

1. In educational institution there should be comfort (optimism and goodwill in the team, timely psychological assistance to individual participants in the educational process, etc.);
2. The quality of educational services (an educational institution must make a contribution to the development of the educational preparation of students, their upbringing, mental health, creative abilities, the formation of a healthy lifestyle; a clear vision of the goals of education and upbringing, formulated in the mission of an educational institution; the connection of the school with various social institutions etc.);
3. The style of an educational institution should be perceived positively (an effective organizational culture of the school; the existence and functioning of children's public organizations, etc.);
4. A positive image of the head and staff of the educational institution (pedagogical, social and managerial competence of employees);
5. Bright external attributes (the presence of external symbols, rituals, etc.) [Lazarenko I. R., 2009, p. 13].

The image of an educational institution is always aimed at stimulating positive emotions and projecting them onto the services provided by an educational institution. Image is a means of influencing public opinion. Since the result of learning is often distant in time and may not be realized by the student himself, it is necessary to take into account such features of the image as universality and uniqueness. Universality can be expressed, first of all, both in the unification of scientific approaches, concepts, principles and factors, and in the standardization of requirements, quality indicators, the use of technologies and teaching methods. In this case, the uniqueness is manifested in the choice of educational institutions that are in demand on the labor market and increase the competitiveness of a specialist [Panasyuk A.Yu., 2004].

Under the formation of the image of an educational institution is understood the process during which a planned image is created on the basis of available resources.

There are the following main stages of image formation:

1. Analysis of the external environment; determination of the target group to which the image will be addressed;
2. Analysis of internal resources; definition of tasks and their classification (meaningful, organizational and effective, etc.);
3. Motivation of project participants;
4. Role distribution;
5. Identification of the relationship between the components of the image: scientific, educational, social, image in the labor market, etc.;
6. Determination of the principles of image formation;
7. Development of technology for forming a component of the image;
8. Analysis of the conformity of the received image with the expected result.

The image of the image of an educational institution, as a positive one, can only be formed if quality ones are provided. But this condition, while necessary, is not sufficient.

The technology of forming a positive image should include the organization of information promotion (forms, channels, frequency, dosage), a system feedback(diagnosis of intermediate results, adjustment, prognostic assessment) [Rabinovich L.A., 2001 p. 25].

What is the mechanism for forming a positive image and what are the ways to create it? The image that is acquired by the public about an educational institution and its leader significantly affects the influx of parents, the receipt of high awards, and the development of social partnership.

The end result, therefore, is to increase the competitiveness of the educational institution. And competitiveness is achieved by a formed attitude.

An analysis of several technologies for creating a positive image created by various authors suggests that the algorithm for creating a positive image of an educational institution may include:

1. Identification social groups those interested in the provision of educational services, the prevailing ideas about it;
2. Identification of actual preferences and expectations of the audience;
3. Designing the image of an educational institution, developing a strategy for forming the image of an educational institution;
4. Direct formation of the image of an educational institution;
5. Control of intermediate results, adjustment;
6. Monitoring of the formed image of the educational institution.

In order for an educational institution to be attractive, to have its own already established unique or image, it must have:

1. Clearly defined priorities, own philosophy, own vision of the future;
2. Unique and inimitable, a special system of values, customs, traditions, styles of behavior;
3. Diverse and high-quality educational services;
4. An original system of educational work, including the existence and functioning of children's and youth organizations, the development of creative abilities, the improvement of mental functions and the level of upbringing of students, the formation of a healthy lifestyle;
5. Relations with institutions of additional education, higher educational institutions, various social institutions;
6. Information material should be bright, recognizable, timely updated, intended for external presentation;
7. A system for providing information to consumers about their potential, successes and educational services offered.

The main methods in forming a positive image of an educational institution are: effective PR events (open days, presentations and exhibitions of educational services, publications in the media, etc.), building improvement, improving the pedagogical culture of the team and all staff [Pocheptsov G. G ., 2001, p. 102].

The formed positive image of the educational institution will allow to solve a number of tasks:

1. Increase the attractiveness of the preschool educational institution, first of all, for parents, pupils and staff;
2. Increase the effectiveness of measures to inform parents about new educational services;
3. Facilitate the process of introducing new educational services;
4. Raise the level of organizational culture;
5. Contribute to the improvement of the socio-psychological microclimate in the team [Lazarenko I. R., 2009, p. 19].

As a result, the developed favorable image of an educational institution can become a kind of measure of the degree of development of the entire institution, assessing the prospects of its undertakings, the maturity and professionalism of the entire team and methodological work.

Kindergarten is an open socio-pedagogical system that actively interacts with the parents of pupils. The problem associated with its external representation has always existed, in modern socio-cultural conditions it manifests itself more clearly. This is due to the following reasons:

1. The process of formation and development different types Preschool educational institutions with different areas of activity strive to maximize the disclosure of the child's personality, but work on different programs preschool education realizing their goals various methods and resources under different conditions.
2. Modern research shows that the goals, content, results innovation processes, individual pedagogical innovations are not always clear to parents, and their expectations, formed on the basis of general idea about preschool potential consumers educational services do not always correlate with what they and their children actually receive.

Therefore, there is a need to form the image of an educational institution.

The main factors for the formation of a positive image of the preschool educational institution are:

1. Seniority and experience in the field of education;
2. Fame in professional circles and among the public;
3. The reputation of the head of the preschool educational institution, the professionalism of the leadership;
4. Prospects for the professional development of an educational institution;
5. The demand for graduates by city schools, the level of their achievements;
6. The attitude of the staff of the preschool educational institution to the pupils;
7. The level of professionalism, fame of teachers, their exactingness;
8. The opinion of pupils and their parents about the organization of the educational process, the level of education and upbringing;
9. Territorial location, external and internal design of the institution;
10. Professionalism of management's work with the media in promoting their services;
11. Openness and integration of MDOU [Lazarenko I. R., 2009, p. 23].

Image creation sequence:

1. Determination of the real characteristics of the preschool educational institution - highlighting all its advantages and disadvantages.
2. Identification of a typical circle of consumers, that is, a certain segment in the market of educational services.
3. Highlighting the benefits that are important to typical customers.
4. Shaping social characteristics DOW, which are introduced by the organization itself into public opinion. Ultimately, this leads to the formulation of the mission of the kindergarten.

The problem of forming the image of a kindergarten belongs to the field of management of preschool educational institutions and, like any managerial innovation, contains motivational-targeted, meaningful and technological components [Panasyuk A. Yu., 2004].

The motivational-target component includes:

1. Studying the needs of all subjects of pedagogical practice in shaping the image of MDOU, both inside and outside it;
2. Psychological readiness to participate in the forthcoming work;
3. Study of existing experience;
4. Determination of the purpose and objectives of this managerial innovation, the results of its implementation.

The technological component implies a sequence of stages for the implementation of this innovation, the technological readiness of the subjects of activity, and the development of recommendations for its use.

Building the image of an educational institution as an emotional image of a preschool educational institution, often consciously formed, having purposefully specified characteristics and designed to exert a psychological influence of a certain direction on specific groups of society, involves solving a number of tasks:

1. Poll public opinion inside the kindergarten in order to determine the satisfaction with the preschool educational institution on the part of parents, pupils, educators;
2. Transfer of information related to the development of innovative processes - the processes of development, implementation and use of new pedagogical methods. At the same time, the representation of innovative processes can act as a characteristic of the life of a preschool educational institution and, with comparative analysis, as an advantage of this preschool educational institution over others;
3. Ensuring coverage of events in the activities of the kindergarten - establishing effective feedback from external environment. The solution to this problem is the implementation of one of the postulates of the formation of public opinion: "opinion is more determined by events" than by words;
4. Development of information material that should be accessible, understandable, reflect positive changes in the life of the preschool educational institution, demonstrate the achievements obtained in the process of change [Lazarenko I. R., 2009, p. 25].

Parents are shown research, literature analysis, observations, conversations with heads of preschool educational institutions, representatives of educational authorities, in order for a significant characteristic of a modern preschool educational institution to be an already established or emerging positive image, which is based on:

1. The mission of the preschool educational institution, its priorities;
2. Dow culture- a unique and inimitable, special system of values, customs and traditions, behavioral styles of a particular kindergarten;
3. Types and quality of educational services of this preschool educational institution;
4. Relationships of preschool educational institutions with city schools and various social institutions, higher educational institutions, etc.;
5. The contribution of the preschool educational institution to the development and preparation of children for school; in the development of their upbringing; in the development of mental functions, creative abilities; in the formation of a healthy lifestyle.

It is important to clearly define special purpose educational institution in the development of presentation materials, programs for creating an internal image:

1. For whom are these documents developed;
2. Are they part of the general preschool plan;
3. Act as one of the forms of planning;
4. Are they external informational in nature;
5. What is the target audience calculated.

The main components of the image of a preschool educational institution are:

1. For pupils and their parents - images of a group educator, music director, physical education instructor, head;
2. For parents with higher education- an idea of the quality of education, the style of work of the preschool educational institution;
3. For parents of children with poor health - the comfort of the kindergarten environment;
4. For parents of children with special educational needs, the presence of compensatory groups in different directions.

AT last years they talk and write a lot about how to present the uniqueness of an educational institution, the features of its life. This is partly solved through the development and documenting Concepts, "Educational programs", "Development programs" DOW. However, they are a necessary but not sufficient condition for the formation of the external information field of the kindergarten as an open socio-pedagogical system for potential customers and consumers of educational services [Panasyuk A. Yu., 2004, p. 65].

In this regard, there is a need to develop original, individualized information documents for each preschool educational institution.

An example of this kind of material is advertisements, bulletins, leaflets, flyers, newsletters, booklets, revealing the features of the educational practice of the educational institution, attributive image characteristics of the preschool educational institution: logos, slogans, mottos, polygraphic constants, printed products, game, didactic material used in the work of preschool educational institutions, etc. [Zhuravlev D.V., 2005].

The need to form the image of a preschool educational institution is determined by the following reasons:

1. Firstly, the difficult demographic situation (especially in small northern towns) intensifies competition among preschool educational institutions in one territory in the struggle for the enrollment of children;
2. Secondly, a strong positive image facilitates the access of preschool educational institutions to the best possible resources: financial, informational, human, etc.;
3. Thirdly, having a formed positive image, the preschool educational institution, other things being equal, becomes more attractive to teachers, as it appears to be able to provide stability, job satisfaction and professional development to a greater extent;
4. Fourthly, a stable positive image gives the effect of acquiring a preschool educational institution a certain strength in the sense that it creates a guarantee of confidence in everything that happens within the walls of the institution, including innovative processes.

DOW, like any other organization, goes through four stages during its life: formation; approval in certain positions; innovative activity; transformation leading either to extinction or to the next innovation round [Zhuravlev D.V., 2005].

Obviously, each stage should have its own image policy, both external and internal.

An external positive corporate image is the consistency of all elements of the communication of the DOW, conveying the main idea, causing a favorable response, which increases the degree of trust of the environment. To create it, you need the following:

1. Development (or adjustment) of visual and activity elements of external paraphernalia to demonstrate the spirit of community, corporatism, unity; formation of a recognizable image in the market of educational services;
2. Promotional products produced by the DOE, emphasizing the uniqueness of the services offered by the DOE, emphasizing their quality.

Here are some of the elements of the corporate standard.

1. Logo, or brand name. It reflects the name of the DOW. It can be presented in the following versions:
1.1 sign on the building;
1.2 folder for manager's business papers;
1.3 letterhead;
1.4 calendars (on one side the month, year, on the other - the logo of the DOW);
1.5 cup;
1.6 balloons used in matinees, entertainment evenings, corporate parties etc.;
1.7 greeting cards;
1.8 invitation;
1.9 diploma;
1.10 promotional information materials (leaflets, booklets, bulletins).
2. Chronicle of the kindergarten a book of reviews for parents and guests of the preschool educational institution.

Z. Badge, or the internal card of the teacher, which indicates the name, patronymic, surname of the teacher, position.

4. DOW newspaper. The name of the newspaper must correspond to the name of the kindergarten. In order for parents and guests to become more fully acquainted with the activities of the institution, the newspaper should contain approximately the following sections: “Information note”, “Leisure in kindergarten”, “Visiting Neboleyka”, “A child learns the world”, etc.
5. PR - events: organization of open days, presentations, participation in specialized exhibitions, education fairs.
6. Publications about the achievements of the preschool educational institution in the media.
7. Visually mobile communications - the manner of staff to communicate with parents, children, colleagues:
7.1 format of corporate events;
7.2 the speech of an employee answering a phone call;
7.3 the behavior of the employees of the preschool educational institution in the working environment and in public;
7.4 business etiquette, professional ethics;
7.5 speaker art;
7.6 teacher brand.
8. Visually fixed communications:
8.1 printed symbols;
8.2 the appearance of the staff (clothing, hairstyles, make-up, manicure, accessories, etc.);
8.3 commercials, presentation films; - Corporate website;
8.4 appearance of the building, landscaping of the territory of the preschool educational institution;
8.5 location of the preschool educational institution.
9. Corporate color. It should make the preschool recognizable. All Required documents performed on paper of this color.

The listed attributes form form style or the external image of a preschool institution and provide an opportunity to take its place in the educational services market.

However, you need to understand that the basis of everything is people, i.e. heads of preschool educational institutions, teachers, service staff. The desire to cooperate with him or the organization largely depends on the image of a person [Zhuravlev D.V., 2005].

The modern head of the preschool educational institution must have high professionalism, competence, organizational skills, efficiency, political culture, high morality, personal authority, strive for a democratic style of leadership. (A high managerial reputation requires an individual leadership style.)

The leader must find a common language with young and old, children and parents, employees different professions, people of different education, marital status, qualifications, speak simply, correctly, accessible, be able not only to speak, but also to listen [Zhuravlev D.V., 2005].

An important component of the leader's image is self-presentation. A special glint in the eyes, a smile, a peculiar intonation of the voice, and the attractiveness of the manner of behavior matter. Special attention given to a smile that conveys a lot of positive emotions. The main thing is that the image of the leader should be attractive to the widest strata of the population.

All of the listed components of the image of the leader are also suitable for the teacher. His personality has always been presented high requirements, since it is he who creates the culture of subsequent generations, educates children and parents, educates and teaches with his behavior, attitude towards people, appearance.

The image of a teacher is a toolkit that uses voice, plasticity, facial expressions, external data as an influence on pupils and parents. The external attractiveness of preschool teachers is important for more rapid adaptation child to the team [Rabinovich L. A., 2001, p. 35].

Thus, in order to form an attractive and unique image, a preschool institution must have:

1. Clearly defined priorities, own philosophy, own vision of the future;
2. A unique, inimitable system of values, customs, traditions, styles of behavior;
3. A variety of high-quality educational services;
4. An original system of educational work that develops creative abilities, improves mental functions, and forms a healthy lifestyle;
5. Communication with healthcare institutions, additional education, various social institutions;
6. Bright, recognizable, timely updated information materials intended for external presentation;
7. A system of targeted submission of information to consumers about their potential, successes and expected educational services.

It is very important for the formation of a positive corporate image to strictly comply with the promises of their implementation. It is better to promise a modest service but deliver it with dignity, than to offer a wide range of services but deliver only a part of it.

Thus, choosing priority areas of activity, each preschool educational institution should rely on the creation of elements of its corporate standard (style), advertising its ideas and developments.

Every director of any educational institution and his teaching staff dream that their institution bears the stamp of a bright individuality, that it stands out among the others, and causes a desire to get a job or study in it. Therefore, one of the most challenging tasks in the work on the formation of the image of the kindergarten, consists in creating a system for ensuring the implementation of the components of the image.