Lesya Ukrainka Eastern European National University is the largest and most popular higher education institution in Volyn. Despite this, in recent years there have been many shortcomings related to the communication and information work of the university. Realizing this, the newly elected rector of the university Anatolii Tsos and his team have focused on improving the situation in these areas. This was reported by the Volyn News Agency.
About three months ago, a new position appeared at Lesya Ukrainka Eastern European National University – a vice-rector for Educational Work and Communications. It was taken by Nataliia Blahovirna, Candidate of Philological Sciences, Associate Professor, who has significant experience in teaching specialized disciplines at the Faculty of Philology and Journalism, so she knows firsthand how to establish cooperation between the university and the media and increase its recognizability.
On the eve of the Journalist's Day, the Volyn News Agency asked Nataliia Blahovirna about the university's communication strategy, cooperation with the media, teaching of journalists and much more.
Nataliia Bohdanivna, due to well-known reasons, I could not meet you to talk immediately after your appointment, so first of all I want to congratulate you on the new position. How much did the quarantine affect this period of work, taking into account that you were appointed a few days before it started?
Thank you. Definitely, it did. As the structural units entrusted to me (youth policy, public relations and Editorial and publishing department) were transferred to the distance work, we had to agree on new forms of interaction, reschedule initiatives, adapt the methodology to the forced conditions, in which we found ourselves due to the epidemiological situation. Adaptive quarantine has been going on since June 1, so we work according to the flexible work schedule.
I hope this will allow us to implement the planned initiatives much faster.
At the Academic Council, when you were appointed to the position, Rector Anatolii Tsos said that a press-center had been established at the university, which is currently operating successfully. However, previously there was also a press service. What are the changes?
The changes are in the new strategic planning, which will effectively respond to new opportunities and challenges of the current communication process.
For the first time, the communication strategy is built in the close trinity of creative industries. The departments entrusted to me will speak through the implemented book projects, new media, effective media accompaniment, through the integrated museum space. We plan to read our news in video format.
The information policy of Lesya Ukrainka University should testify the necessity to involve our scientists, teachers, students as experts on various issues for the needs of the whole community. The voice of scientists has always been important. When society faces new problems and challenges, people rely on the moral authority of scientists. Hence, our task is to build this connection through effective communication on different platforms and with the help of modern means. This will allow us not only to apply our experience to the needs of the community, but also to update. Our meaning is not in self-promotion, but in the constant pursuit of self-development, the ability to recognize the score, to build an effective dialogue, the desire to move forward - these characteristics are inherent in all scientists.
The units entrusted to me are a channel of communication between the university and the community, so all three departments will focus on disseminating information about the possibility of this interaction, establishing effective inter-institutional cooperation that meets the needs and requests of time, effective interaction with the world academic environment.
Frankly speaking, the last few years, despite the fact that Lesya Ukrainka University is the largest and the most famous university in Volyn, there have been problems in the context of information activities. I mean the dissemination of information on social networks, the lack of an official Instagram page, insufficient activity in the work with journalists. How do you plan to work in this direction?
We are open to the communication with the media. The public relations department has been completely renovated. It was headed by a talented graduate of the Faculty of Philology and Journalism Andriy Moshkun. Andriy Petrushko, Iryna Zahorska, Olha Yurchuk, Oleksandr Pilyuk work intensively to fill the informational space with the content of high quality.
The quarantine period allowed us to focus on new media. We actively use Instagram, develop our YouTube channel, and fill the Facebook page. We distribute materials from the university's website on social networks.
Now there are weakening of quarantine, and since Monday all contacts with the media have been intensified, so we are actively responding and inviting the media to cooperate. We strive to interact intensively.
By the way, you mentioned the site. Do you plan to update it, because even when I entered the EENU, many enrollees complained about its inconvenience? Now, obviously, the situation has not improved, because the site still looks the same.
Of course, this is one of the priority tasks. IT-support team is actively working on the development of its upgraded version. The site is the main platform for communication, convenient instrument of interaction. We understand that not only quality of content is an important component, but also user-friendliness, ease of information retrieval, simplicity and speed, innovativeness and manageable design.
I hope that we'll soon present an updated version, taking into account all today's inconvenience.
This year EENU celebrates its 80th anniversary. As you know, LNTU recently presented new symbols. Does EENU plan to rebrand the symbols, speaking in the context of the anniversary and the probable return of the old name?
Undoubtedly. I want to say that the changes are broader. The whole team is involved in renewing the corporate culture, adaptable to the educational market and our mission, which is realized both inside and outside the university. The material and spiritual values, which we profess, are already actively modernizing the classical academic university into an innovative one. In particular, the system of labor evaluation has been completely updated; new forms of contracts have been approved. All new requirements are aimed at supporting scientists and teachers who are able and ready to put forward new initiatives, to launch interesting projects. We are working hard to activate students' ideas.
We introduce ourselves as the university that forms a worldview space, so we want to multiply our recognizability through diversity and quality of self-presentation. In particular, a working group has been set up to actively work on the components of the brand book, as well as on the concept of theUniversityHistoryMuseum. Our history proves to the continuity of traditions, our potential.
This year we will be 80 and we will certainly talk about it, because university education is experience as well. In photos and texts we tell about Lesya’s people, we publish inspiring interviews with them. The university provides qualitative educational services, so focusing on our alumni, students, and lecturers is a part of our strategy of dialogue. I hope we get positive feedback.
By the way, at what stage is the return of the name Volyn National University?
The university held an active public discussion on the name change. We are unanimous that the return of the name is logically justified. Recently, the Academic Council approved our intentions; the next step is a conference of the labor collective, in particular, dedicated to the renaming of Lesya Ukrainka Eastern European National University to Lesya Ukrainka Volyn National University. It is expected to take place in June.
I drew attention to the fact that the representatives of your university more often call it "Lesya Ukrainka University" or "Lesya’s University", rather than using the official name. Is this a strategy given that returning to the old name is only a matter of time?
We have an official name and use it, at the same time we are gradually discussing the renaming, as the opinions are unanimous, I believe, we will soon actualize our intentions. At the same time, the celebration of the 80th anniversary of the university coincides with the celebration of the 150th anniversary of our patroness - Lesya Ukrainka. So, naturally, this is part of our promotion, which closely connects the university with our region and the patroness. Our history is always topical. All projects inextricably link our self-identification with Lesya Ukrainka. By the way, the university today is actively working on the preparation of a full academic edition of her works.
Nataliia Bohdanivna, you are also responsible for educational work. How the educational process of students during quarantine was organized, what were the difficulties with it?
From a technical point of view, it was not difficult to organize teaching, as distance forms were tested at the university before quarantine. Corporate interaction takes place on the platform Office 365. Now we have certain weakening of the quarantine, but given the still unstable epidemiological situation, semester assessment is carried out remotely, certification exams and defense of theses will also take place in a synchronous distance form.
Today we comprehend the experience gained, discuss how effective distance learning exclusively is compared to full-time forms. The majority, like me, believe that nothing can replace classroom activities and live communication between a student and a teacher, when emotional contact is established faster, despite all the technical innovations.
Many people claim that EENU and LNTU are friendly universities. Do you agree with this, or do these universities still compete?
Both universities have their own history, mission, and direction. We are a classical university; a technical university must follow its narrow direction. Everyone occupies their niche, works in it and has experience. If there is competition in certain areas, it is an advantage.
The university admissions campaign will start soon. Tell us why the enrollee should choose EENU but not some other university? How will you fight for students in the context of your field of work, i. e. communication?
We are a powerful educational institution, and it is clear that we are already establishing communication with future university entrants, because everyone understands that this year's university admissions campaign will be unique. We are already actively implementing promotional materials to help entrants decide. Young people graduating from school need to be aware of the priorities, opportunities of each specialty, its ability to meet their needs and their vocation. The university has completely updated its educational programs and curricula. From the second year, entrants will be free to choose 25% of disciplines. This choice can be not only within the disciplines of the specialty in which they entered, but also give the opportunity to master the disciplines of other specialties. I think this will significantly increase the ability to choose exactly those subjects that appeal to the entrant and the ones they will need the most.
We use the resources and potential of our graduates, because they can tell about us better than anybody. Promotional materials and work through social media are aimed at helping entrants to make the right choice and to find their vocation.
The university puts effort into ensuring that students receive everything they expect from education, in particular to bring education as close as possible to the needs of employers. Tripartite agreements on dual education are concluded between the university, students and entrepreneurs of Volyn. Such agreements were signed with the IT Company InternetDevels, with the administration of the State Historical and Cultural Reserve.
At once, two vice-rectors in the team of Anatolii Tsos came from the Faculty of Philology and Journalism, you and the ex-dean Yuriy Hromyk. Can we say that FPh&J is one of the most successful faculties of the university?
All our faculties have great potential (laughs, - O.Z.). Two vice-rectors from FPh&J were appointed due to the professional involvement in the sphere and (in the case of Yuriy Vasylovych) extensive experience in effective administration. For me, the Faculty of Philology and Journalism became my home. This is a powerful centre. I invite you to get education as a journalist and editor, Ukrainian or Polish philologist at our faculty.
Journalist's Day will be celebrated in Ukraine soon. You have taught students of “Journalism” specialty for many years. Today a lot of journalists do not have a specialized education, how important is it, because many students of this specialty go to work from the first year of study?
I belong to those people who believe that education is always necessary. In general, I do not even want to discuss this. You know, the published results of journalistic work lose the status of drafts and it is impossible to make improvements in them, but you can always improve the creator of the product. Therefore, education is one of the most effective and historically tested forms of building professionalism.
They become specialists in any field due to three components: education, practice, and self-education. For each of those in the branch, these components were combined in their own way, so among journalists there are those who do not have specialized education, but persistent self-education and experience filled the lack of one of the components. Any exception does not cancel the rule, it only confirms it.
After all, the mere fact that a person has received a university degree is not decisive as well. That's why I support students who work. This allows you to apply knowledge in practice, to combine theory and practice properly.
You need to constantly grow professionally. Einstein once said that there are only two ways to live your life: one is when you are not interested in anything around, the other one is when you are interested in everything. Having chosen the profession of a journalist, we all involuntarily determined our way of life.
What is the perspective of journalism in general, given the very rapid development of blogging and social networks?
I believe that journalism is chosen by those for whom rumors around the truth is not enough, they want to know and convey what the truth is. Quality content will always be in demand. I see the media as a great educational, cognitive resource, at least in terms of opportunities. Today, we all understand the vulnerability of journalism to the latest dangers. Any professional field requires time, skills and effort. Quality content will always be in demand.
Talking about journalism in Volyn and Lutsk in general, are you satisfied with its level?
I think that the challenges that journalists are facing today are universal. It is clear that there are many destructive influences, including commercialization, moments of dependence on the editor’s or owner’s opinion. But for me, journalism is like "walking on water": it is quite real and possible if you believe in this profession and believe that you can change the world for the better. As soon as you lose faith in it, you run out as a specialist. There are many dangers and problems, but, in my opinion, the main thing is not to lose the desire for self-improvement and work hard.
By the way, is there a constructive cooperation between the local media and the university in the context of training and requesting specialists as potential media workers?
Definitely, there is a demand for our graduates. The Department of Social Communications, which is specialized in the training of journalists and editors, is in constant contact with our graduate practitioners, employers, stakeholders in order to study new needs, to make changes in the curriculum. Thus, before the introduction of quarantine, there were workshops for student-journalists from competent and successful graduates, where they shared their experience and professional life hacks. It is clear that we have postponed this dialogue due to quarantine restrictions. However, in the near future we will continue to meet with employers in the context of dual education to improve methodology and meet the current demands of the industry to our students in the best way possible.
Let's talk again about your position. What are the three goals you plan to achieve in the near future?
First of all, it is the project of educational programs on television. I believe that such a popular scientific "standup" is a progressive form of interaction between the university and the community. We have well-known scientists, talented teachers, whose lectures will present the institution in the best way possible. I hope we will implement the plan soon. In addition, synchronous rebranding, site updates.
Will this educational program be broadcast on local TV channels?
Yes, the TV and radio company "Avers" offered to implement it. It will be small multi-thematic science popular programs that will also increase the recognizability of the university.
Ukraine is gradually coming out of quarantine, in particular it concerns the sphere of education. How did it affect the university, is EENU ready to start the educational process offline on September 1?
It is ready. However, due to the Covid-19 pandemic, the university admissions campaign was postponed to August. Therefore, this year's freshmen will only receive recommendations for the budget form of education by September 1, and the first enrollment will take place on September 11. Training for them will begin on September 15. Enrollment for the study-for-fee form of education will last until September 30.
I assure you that the educational process will take place in accordance with the recommendations developed by the specialized ministry.
Interviewed by Oleksandr ZELINSKYY
Photo by Andriy MOSHKUN
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