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Abstract: In the present article considers the problem of creating the image of a modern University in the context of socio-pedagogical and socio-cultural activities to use the image as a tool for improving the competitiveness of the organization, is developed by the author the concept of "image". The necessity in the design of the activity of the management bodies of the higher education institution use the information policy, the formation of informed public opinion, the use of "public relations" for the impact on different groups of the public with the aim of persuasive influence in favor of the image components of the University. Sets out the strategy and tactics of the information policy, its priorities. Analyzed management policy pursued by the authorities of the University to inform the public about social and cultural activities of the University with the positions of the author highlights the skills necessary for "team work". This draws attention to the presence of organizational communication skills, ability to establish productive relationships, intellectually and design abilities. The article also presents the developed complex of organizational-pedagogical conditions that increase the efficiency of the process of public opinion formation in social and cultural space, are stages in the formation of public opinion, the contents of organizational-pedagogical conditions. Characteristics of a model of socio-pedagogical and socio-cultural activities; special attention is paid to consideration of its components, the rationale for use of forms of public meetings in organizations for pedagogical communication with the contact environment - image environment, formulated the principles of pedagogical management for the organization of communicative and conversational space between the leadership of the University and the consumers of educational services. Presents the model structure, socio-cultural and socio-educational activities of the University in the creation of the image.