On the formation of professional competencies of a PR-specialist

Relevance. Improvement of forms and methods of PR-experts preparation is of immediate relevance. The authors consider the instilling of communication management and information-analytical knowledge and skills to students in the learning process to be an effective alternative to the pandemic of “clip” thinking, the danger of which the President of the Russian Federation warned about in the strategic planning document (the Executive Order № 203 of 09.05.2017 “On the 2017–2030 Strategy for the Development of an Information Society in the Russian Federation”).

Goal is to cover the issues related to the development of the thematic content of academic disciplines of the information-technology unit to prepare PR-specialists (educational programme 42.03.01 “Advertising and Public Relations”), ensuring the formation of not only versatile, but also professional competences. In order to achieve this goal it is necessary to explore the PR-interaction field formed by both business interests and regulatory documents.

Procedure and methods. The research is based on the information modeling of the PR-interaction (communication) and systemic analysis of the information technology control of the PR-expert’s activity. The analysis of current regulatory documents in the PR-industry, projects and analytical materials of professionally-oriented communities ensured the relevance and practical value of the results obtained.

Scientific novelty and/or theoretical and/or practical significance. Regarding the information-technology training of future professionals, the research results allow optimizing the process of professional education to overcome the “gap” between the academic model of a graduate (supply model of an educational organization) and the demand model formed by the labour market. This trend is supported by the shift to the new generation educational standards (FSES 3++). The results of the study can be extrapolated to the practice of more than 200 educational institutions with state accreditation in the educational programme 42.03.01 “Advertising and Public Relations”, and solve the problem of preparation of a specialist, professionally demanded in the labour market.

Conclusions. The authors offer the wording of corporate PR-specialist professional competencies, developed by the information-technology subjects; the structure-functional scheme of the “Information Technologies in PR-activities” academic discipline is given and the scope of practical exercises and laboratory works; aimed at forming the presupposed professional competencies is detailed.  

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