Чтение онлайн

Special attention should be given to management competences. For example, with the help of such discipline as strategic PR student will acquire the knowledge and skills of management and organization in the field of public relations, will learn to understand and to predict the conditions and prospects of development of public relations/media markets, to carry out critical analysis of public relations and information material, will be able to exercise the managerial functions of public opinion formation, to plan strategic actions as to the PR-campaign organization, will possess methods of cooperation improvement and actions coordination inside the team of PR department, agency or media office. Also this list includes the abilities and skills of promotion and popularization of web sites, PR-projects in Internet, the ability to control the placement of PR material on advertising media and more. In this context, it is important to acquire purely managerial competences. Therefore, for example, it is appropriate to include the discipline "Human resources management" into the training program for public relations on "Master" educational level. Research has shown that exactly this training component is necessary for masters in the field of PR. Training at this level should be professionally oriented, giving lectures on single-disciplined subjects.

Speaking about "PhD" educational level in public relations, we should say that this level is theoretical, scientific and research. During the educational training PhD student shall develop theoretical, scientific and research skills necessary to supplement the range of scientific knowledge in public relations. Educational level "Doctor of Philosophy" is designated to prepare graduates for teaching, research and administrative positions at universities and to conduct applied research in the field of public relations.

Students, who have completed third level of education training, should be competent and ready to serve as managers and future teachers at universities and research institutions. PhD students must be able to explain simply the course content and to evaluate the work of students effectively; be aware not only of complex knowledge of public relations, but also of cooperation of PR-science with branches related to PR; have necessary skills to develop and contribute to their discipline, conduct researches.

As the part of the study, we have established that specialists in public relations have to be able to write texts in scientific language, conduct scientific researches, manage scientific and analytical methods of research. In addition, it is very important for students to speak foreign language and to be able to teach and share their knowledge.

Conclusions

Given to the fact that Ukrainian education recently moved to a new three-level model of education, it is of vital importance that educational training in public relations is based on the principles of continuity, steadiness and consistency. The principles of continuity and

82 Future Human Image. Volume 7, 2017

The Main Determinants of Improvement of Model of Educational Training of Specialists in the Field of PR Based on Competency Approach by Andrii Kyrychok

consistency in training can solve the contradictions between the need to form a system of knowledge and skills according to disciplinary component and the principle of forming an integral vision and understanding of the worldview. Foremost, systematic development of educational programs and teaching aids and the establishment of interdisciplinary and interdisciplinary relations ensure this approach.

The systems approach, in turn, makes it possible to structure the training material more effectively, to create a system of training materials that would have consistent content and shall be taught in a clear hierarchy. System approach to structuring should highlight the main concepts and categories in training material, combine them with other concepts and categories and to disclose their genesis.

Based on the analysis of domestic and international approaches to the training of specialists in public relations, taking into account the educational and professional competencies, demanded by the labour market, as well as basic competencies, which are to be acquired as a result of learning content acquisition, a set of competencies of PR-specialist and professional competences that must be acquired at every level of higher education were conceptualized.

For bachelors, these are the competences, related to operational functions and responsibilities in the field of social communications: knowledge and writing skills, features of promotional product creating, advertising budget establishment, graphic works, work with new media, marketing, journalism, conducting of communication research. The disciplines of social and humanitarian block are to be taught exactly at bachelor"s level.

At the master"s level, competences related to the managerial component of public relations, crisis management, and branch PR are to be lectured. In addition, this level is a transition level to educational and scientific, so the disciplines, which will help students, gain basic knowledge on the fundamentals of scientific activity, protection of copyright and philosophy of science should be available.

The third level, PhD, is educational and scientific level. Competencies of this level should be divided into three interrelated parts: 1) professionally and scientifically oriented; 2) research;

3) teaching skills.

The implementation of the above-mentioned provisions into domestic higher education will be gradual and will depend on many system factors (economic, political, and social). This applies particularly to the third level of higher education "Doctor of Philosophy." Therefore, as experience has shown, Ukrainian universities reform on new standards and approaches to education in high school considerably difficult.

References

Aleksandrova, Nataliya. Cross-Cultural Competence of Specialists Engaged in International Business, Economic Relationships and Management: Content and Structure (with a view to business challenges). In Future Human Image. Volume 6, 2016: 9-23.

Azarova, Ludmila. Public relations higher education A Russian experience. In Higher Education in Europe. Vol. 28. 2003: 495-498.

Batarshev, Anataoliy. System of pedagogic continuity in general and vocational school. 1996.

Baydenko, Valentin. Competences in Professional Education. In High education in Russia. Volume 11. 2004: 3-13.

Bolotov, Valeriy. Competences model: from idea to educational program. In Pedagogic. Volume 10. 2003: 26.

Future Human Image. Volume 7, 2017 83

The Main Determinants of Improvement of Model of Educational Training of Specialists in the Field of PR Based on Competency Approach by Andrii Kyrychok

Cotton, Alex. Profiling the public relations undergraduate, bachelor and graduate master programs in Europe and beyond. 2009:berlinpresentationsurvey04april09.PDF.

Delikatnyy, Konstantin. Continuity in the "School-University" system. Knowledge, 1986.

Educational program with the specialty "Media and communications". RMIT University, Australia. 2017.programs/phd/ dr211/#pageId=DR211.

Educational program with the specialty "Public relations". Conestoga College, Ontario. 2017a.1278C.jsp#