Introduction. Working within a dynamic, ever-changing, highly competitive environment, subject to the commercial logic and to academic rigours too, the University – whatever its name or reputation – must consistently use market-oriented leadership strategies and marketing mechanisms that, until recently, were only associated with commercial organizations attempting at imposing a favourable image among its target audiences: pupils as prospective students, students, parents, teachers, institutional partners, etc.
Aim of the study. The aim of this paper is to integrate the quantitative content analysis methodology into the broader perspective of the social representation theory, in the attempt to illustrate the manner in which the mediated social representation of an institution can be included in an effective communication strategy.
Keywords: social representation, media, higher education institution, effective communication stategy