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Purpose: to work out strategy of external communications system’s improvement of population physical health and determine students’ role in optimization of this system. Material: we questioned 136 centers’ functionaries and 338 representatives of groups of influence. SWOT-analysis was used. With the help of SWOT-analysis method we simulated 16 the most probable situations and strategic actions in case of their occurrence. For determination of experts’ opinions concordance, we used concordance coefficient in SWOT-analysis. Results: we found strong and weak sides of external communication centers’ system, favorable opportunities and threats of this system. Strategies of centers’ behavior in the most probable situations were worked out and students’ youth role in them analyzed. It was determined that in every simulated situation participation of students-volunteers of physical culture-sports profile was very important. We also noted demand in increase of personnel’s competence level, in attraction of specialists from other organization. Conclusions: in conditions of limited resources and breadth of functioning the centers shall actively use students’ assistance in organization and realization of different measures; attract them as consumers of the centers’ services.

Role of students’ youth in strategic planning of external communications of population physical health “Sports for all” centers