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70 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

Andrii Kyrychok - PhD

Kyiv Polytechnic Institute named by Igor Sikorsky (Kyiv, Ukraine)

E-mail: akyrychok@ukr.net

Modern approaches to the study of issue of PR-experts training require rethinking in order to identify new prospects of improvement and development in training of specialists in public relations. An important aspect is that Ukraine has recently moved to training format, based on acquiring of knowledge necessary for professional life by students. This applies, in particular, to specialists in public relations. The key aspect is to determine the set of skills of PR-specialist meant to be acquired by him during study. Another important point is the transition to the European three-level educational model, aimed at democratization and improvement of the process of acquiring of necessary skills by specialists. The essential transformation should be done in the field of PR-education in order to allow experts, at every level of education (Bachelor-Master-PhD), to receive only a clearly defined and systematic set of skills. The author carried out the content analysis of educational training programs in the field of PR for the purpose of discipline component, the principles of programming and knowledge, acquired at each educational level. Investigated data was systematized, analysed and recommendations on principles of development of effective three-level model of training for experts in public relations at the university were given.

Key Words: public relations, PR-education, skills, comparative analysis, educational training program, and competency approach

Introduction

Ukrainian education system requires essential rethink from all points of view, it concerns the approaches to training of workers in different disciplines, including specialists in public relations. Nowadays, the first step to this at the level of the whole higher education system is made - the Law of Ukraine "On Higher Education", aiming to democratize education sector and make it more competitive.

In this article, we suggest to investigate the process of educational training of specialists in public relations by applying competency approach. In modern realities, HEIs should develop innovative educational programs, which can provide not only the acquisition by students of certain amount of knowledge and skills, but also their subsequent effective practical application in their professional activity. This approach to the development of educational programs will respond to the challenges, posed by "knowledge society" and therefore "knowledge economy", for which generalized skills, based on the obtained fundamental knowledge, communication,

╘ Kyrychok, Andrii , 2017

Future Human Image. Volume 7, 2017 71

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

resolution of professional problems, possession of the latest information technologies, the ability to continuously update the existing system of knowledge are the most important and effective.

Competency approach involves the willingness and desire of a man to apply his knowledge, skills and personal qualities in a certain field of professional activity [Baydenko, 2004].

Competency approach in educational activities is an important direction to ensure a close correlation between education and employers, as well as the direction of unification, on the one hand, the requirements of employers to future experts, and on the other - a means to develop educational programs for individual specializations of one discipline. Even as we speak, leading companies, government bodies, when developing demands on staff, describing requirements for certain categories of workers, widely use the concept of competencies, develop and implement the so-called "profile (or model) of competencies", a set of competencies, i.e. knowledge, skills and personal qualities necessary for successful professional activity [Bolotov, 2003].