Образ человека будущего, Том 7 (СИ)

At "Bachelor" educational level experts should know the basics of advertising and PR-activities and have the theoretical basics of the branch. Similarly, experts should have knowledge of the theory of journalism and marketing. It is rather important for future PR-specialists to master the basic principles of writing of speeches and texts. An important aspect of training is the mastering of fundamentals of management by bachelors. Moreover, we believe that the concept of management in this context is different from the concept of human resource management.

The primary objective is to promote ethical professional behavior of future PR professionals. With this in mind, it is important to introduce such disciplines as ethics in advertising and PR and business ethics. In this sense, it is necessary for experts to know the basic rules of business ethics and ethical standards of advertising and PR activities.

Great attention should be paid to the study of communication. For example, disciplines "Systems of Marketing Communications" and "Integrated Marketing Communications" allow students to acquire the necessary competencies in this area.

It is important that professionals receive solid training in the fundamentals of branding.

Future PR managers must know the principles of brand formation and promotion. Special attention should be given to public speaking. As specialists in public relations are primarily communicators, they should master the skills of effective and persuasive public communication by means of oratory and rhetoric.

The purpose of training for "Master" educational level is to provide students with the opportunity to receive and develop the skills and knowledge of management, gain knowledge of crisis and strategic management. In addition, the scope of master degree includes branch disciplines related to PR (PR in politics, PR in business sphere or social sphere). Also "Master" educational level is the first step in preparation for the educational and scientific level "Doctor of Philosophy" and, accordingly, disciplines related to scientific component of education, such as peculiarities of scientific perception and research, as well as basics of protection of intellectual rights and PR-science are lectured there.

As for the educational competences of "Master" level, based on research data, we believe that the future PR-specialist should be aware of the specifics of promotion of any product and

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

in any field of PR-activities. It is important for students to acquire competences in the field of crisis response, to be able to counteract the aspects of the information war and to respond to any informational and communication threats systematically.

Training of PR-specialists at "Master" educational level is more single-disciplined than at "Bachelor" level. It should be based on professionally oriented disciplines. It is important that in this context, experts acquire all the necessary knowledge, skills and abilities to develop and create the image. An important aspect of "Master" training is the ability to structure and form a competent media plan. In our opinion, qualified PR-specialist should be experienced in the field of political PR, political consulting and political technologies.

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.