The paper presents an analysis of the experience of the press service of the Volgograd State Medical University in terms of collecting, processing and distributing information, the mechanisms used in the educational organization that allow timely countering the risks of
the spread of negative information, to carry out planned work with regional and federal media. Effective methods of media planning in the work of the press service of the medical university in terms of processing, analysis and dissemination of information are proposed. It implies the usage of audiovisual, remote technologies, as well as models of interaction between the educational institution and representatives of the media in order to protect against information threats, to form of the image of the medical university, to increase the prestige of the profession of a doctor and to educate students.
Key words: social groups, mass culture, university brand promotion, press service, mass media.