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.

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