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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.