Assessment of School Image - A Review of School Image and Public Communication

Oct 15, 2026

Assessment of School Image explores how school image is formed and evaluated, addressing a reported gap in educational management literature focused on assessment of school image and communication with the public. The study defines school image as an overall impression synthesized from multiple school publics, and distinguishes it from what headteachers perceive. It reviews state-of-the-art research and presents a practical tool for assessing corporate-image content using semantic differential scales, arguing that public communication and sustaining a positive school image affect both school marketing and educational processes amid curriculum reform.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages26

Reading Time1 h 6 min

AccessFree to download

Introduction

School image and its assessment

Marketing and public communication

doi: 10.26529/cepsj.546 Assessment of School Image Ludvík Eger*1, Dana Egerová2 and Mária Pisoňová3 • There seems to be a gap in the literature on educational management that focuses on school image and its assessment. This paper addresses this issue by reviewing the state of the art regarding school image and communication with the public.School image can be defined as the overall impression and mosaic synthesised from numerous impressions of individuals of school publics (pupils/students, teachers and deputies of school management, parents, and other stakeholders). School image is not what the headteachers understand it to be, but the feelings and beliefs about the school and its educational programme that exist in the minds of the school publics. The present study contributes to the literature by providing an overview of school image and by providing a practical application of a useful tool for assessing the content of corporate image. Semantic differential scales are used for marketing purposes and as a useful technique for measuring and assessing school image. Communication with publicsand the development and sustainability of a positive school image influence not only the marketing of the school but also the educational process in the school. Today, shaping and maintaining a school image is even more important because of the curriculum reform, focusing on higher study process outputs, quality assessments, and accountability. The findings of this study have important implications for school marketing experts and researchers, headteachers, education policymakers, as well as teachers at schools. Keywords: public relations, school image, school management, selfassessment, semantic differential 1 *Corresponding Author. University of West Bohemia, Faculty of Economics, Czech Republic; [ludvik.eger@email.cz](ludvik.eger@email.cz). 2 University of West Bohemia, Faculty of Economics, Czech Republic. 3 Constantine the Philosopher University in Nitra, Faculty of Education, Slovakia. Ocena šolske podobe Ludvík Eger, Dana Egerová in Mária Pisoňová • Zdi se, da obstaja vrzel v strokovni literaturi s področja edukacijskegamenedžmenta, ki se osredinja na šolsko podobo in njeno ocenjevanje. Prispevek naslavlja to problematiko s pregledovanjem najsodobnejše literature glede na šolsko podobo in komunikacijo z javnostjo. Šolsko podobo lahko definiramo kot splošni vtis in mozaik, sintetiziran s strani številnih vtisov posameznikov šolske javnosti (učenci/študenti, učitelji in namestniki šolskega menedžmenta, starši in drugi akterji) .Šolska podoba ni tisto kot kar jo razumejo ravnatelji, ampak občutenjain prepričanja o šoli in njenem izobraževalnem programu, ki obstaja vglavah šolske javnosti. Ta študija prispeva k pregledu literature s tem, dazagotavlja pregled šolske podobe in da zagotavlja praktične aplikacijeuporabnih orodij za oceno vsebine korporativne podobe. Semantične diferencialne lestvice so uporabljene v marketinške namene in so lahkouporabna tehnika za merjenje in oceno šolske podobe. Komunikacija z javnostmi in razvoj ter trajnost pozitivne šolske podobe vpliva ne lena marketing šole ampak tudi na izobraževalni proces v šoli. Danes je oblikovanje in ohranjanje šolske podobe še bolj pomembno zaradi kurikularnih reform, osredinjajoč se na višje rezultate študijskega procesa, ocenjevanje kakovosti in odgovornosti. Ugotovitve te študije imajo pomembne implikacije za strokovnjake s področja šolskega marketingain raziskovalce, ravnatelje, politične odločevalce s šolskega področja kot tudi za učitelje na šolah. Ključne besede: odnosi z javnostmi, šolska podoba, šolski menedžment, samo-ocena, semantični diferencial Introduction The past two decades have been a period of reform for school systems, including the changing role of both headteachers and school boards. The successful implementation of educational reforms requires effective leaders and managers. Headteachers as school leaders need to develop new prof

FAQs

How is school image defined in the study?

School image is defined as an overall impression and a mosaic synthesized from numerous impressions held by different school publics such as pupils/students, teachers, management deputies, parents, and other stakeholders.

What method does the study use to assess school image?

Semantic differential scales are used as a technique to measure and assess school image, supporting marketing-oriented evaluation of the school’s corporate image content.

Why is maintaining a positive school image important today?

Shaping and maintaining a school image is described as even more important due to curriculum reform, focusing on higher study-process outputs, quality assessment, and accountability.

Oct 15, 2026

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