to cultivate the skills of reputation management. The program is flexible, it consists only of seven mandatory and four optional courses and provides the opportunity to participate in a unique program of students" exchange (Global Perspective Residency GSPM). It was designed not only for young students, but also for the already experienced employees who want to get additional education. This program has an option of practice [Georg Washington University 2017]. The program itself is an alternative to MBA programs. The largest number of subjects is related to innovation management and public relations in the energy field.

Doctor of Philosophy

Since the EPP for "Doctor of Philosophy" degree in our country have been introduced recently, we have chosen five training programs of appropriate level to determine the educational content of these programs and principles of their educational training. Here is a list of the subjects that are the most often found at the third level of education in the field of public relations:

We have selected five training programs for "PhD" educational level for experts on public relations, advertising and allied branches that have similar disciplinary and informal content, but certain differences in the course structure [Educational program, 2017; Educational program, 2017a; Educational program, 2017b; Educational program, 2017c; Educational program, 2017d; Educational program, 2017e; Educational program, 2017f].

Training for PhD degree lasts from three to four years. Almost in all programs, graduate students are required to study, to be in parallel engaged in teaching and to work on their researches. In addition, all programs had common disciplinary framework that is related to communication studies, journalism, and media technologies and media researches. Some universities open access to certain subjects for the student only when he defends his academic paper. The fact that candidates to the PhD degree create their own advisory centres, where they, without assistance of senior colleagues, discuss their scientific achievements is atypical for our scientific environment. Due to this, they develop scientific thinking and skills to solve research problems. We offer to consider the most appropriate, in our opinion, training program for experts in public relations for "PhD" degree. Here is a list of ten disciplines, which according to credit indicator and frequency at high schools showed the highest result: The Stylistics of Writing of Scientific Texts 5.0k./5; Scientific Aspects of PR-activity 5.0k./5; Methods and Techniques of Scientific Research 5.0k./5; Seminars in Aid of Scientific Research 5.0k./5; Seminars Following the Results of Dissertation Research 5.0k./5; Statistical and Analytical Methods of Research 5.0k./5; Foreign Language Scientific Field 5.0k./4; Basic Methods of Research in PR 4.0k./4; Theory and Practice of Writing Research Papers 4.0k./4; The Psychology of High School 3.0/3; Main Approaches to teaching in Higher Education 3.0k./4; PR in Science and Education 3.0k /3.

Feature of the program for the degree of "Doctor of Philosophy" at the University of New York in the field of "Media, Culture and Communication" is the focus on the interdisciplinary study of the media and culture [New York University, 2017]. PhD candidates study disciplines, which include the structure of the media, science and culture, media history, visual culture, the science of sound, anthropology, sociology, political science, in order to attract interdisciplinary strategy of analysis. The focus in teaching and research is done on multi-methodological approach, which involves the use of different research methods, qualitative and quantitative discourse analysis, deep interviews, network analysis and other explanatory and critical approaches. At the university, they study historical perspectives through media

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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

study, technology and culture studies in the historical context, comparative historical research, genealogy and history of media. PhD candidates actively explore global and comparative research methods in the context of cultural differences, forms of media, historic framework and theoretical paradigms.

During the education, there are many workshops, including two major theoretical seminars during the first year of study. The first seminar entitled "Introduction into communication studies" refers to the theme of philosophical and theoretical hypotheses for different methodologies, approaches, procedures of research, which include semiotics, discourse analysis, ideological analysis, political economic analysis, historical analysis, archival research, psychoanalysis, feminist analysis, networking analysis, transcultural analysis, ethnographic analysis, content analysis, in-depth interviews and analysis of audience perception.

In the view of the research component of the program, the seminar on proposals to the thesis work is of vital importance. It is carried out in the first semester of the third year of study to provide students with a proper theoretical and methodological foundation before they start working on their thesis works. The course is conducted as a workshop, and students must make first crude schemes for thesis work and the final versions should be prepared during the second semester of the third year of study. In addition, the faculty, inside or outside, gives lectures on basic theoretical and disciplinary courses with a volume of 12 credits. This list of disciplines includes the subjects of anthropology, sociology, history, philosophy, computer science, social psychology, political science, law and politics, science about feminism, international science and science of regional development, the sciences of America, culture, film and performances, critical theory and others. These courses are selective. Another disciplinary component is optional specialized courses (minimum 8-10 credits, inside the faculty). They cover any important graduation courses offered at the faculty of media, culture and communication [Educational program, 2017e].

Recommendations

In modern education "the main condition for building a successful model of training is the principle of consistency, steadiness and continuity in education" [Delikatnyy, 1986]. Many scientific papers are dedicated to this issue [Batarshev, 1996; Delikatnyy, 1986; Goncharenko, 1997; Hanaba, 2014; Gritsyuta, 2015]. Relying on the philosophical, psychological and pedagogical literature, we can say that throughout the development of pedagogical science the scientists have been actively holding searches of the most appropriate model to ensure continuity in education.