In the context of the transformation of social practices and the accelerating pace of mediatization of the modern world, higher education is forced to adapt to the media demands of numerous audiences and adjust its media communication practices. The main tools for promoting universities in the information space today are new media. The book presents both the theoretical foundations of mediatization of the activities of universities and practical recommendations for the implementation of the media communication strategy of higher education. The manual is intended for students studying media communications, journalism, the basics of managing the education system, as well as for a wide range of specialists working in the media communication sphere of the education system and science. The publishing layout is saved in PDF A4 format.