Образ человека будущего, Том 7 (СИ)

In implementing the principles of continuity and consistency teacher has to solve certain specific tasks in a planned periods. In turn, the consistency and continuity also allow students to move from simple to complex forms of cognition.

The principles of continuity and consistency in training give the possibility to solve the contradictions between the necessity to develop a system of knowledge and skills according to disciplinary component and the principle of vision shaping and understanding of the

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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

worldview. This approach is provided by systematic development of educational programs and training aids and by the establishment of inter and intra meaningful relationships.

System approach to education makes it possible to structure learning material more effectively, to create a system of training materials that would have consistent content and would be delivered in a clear hierarchy. System approach to structuring should highlight key concepts and categories in learning material and to combine them with other concepts and categories and to disclose their genesis.

In educational practice, the principles of consistency, continuity and steadiness are realized in the process of thematic planning, when the teacher draws a plan of training process and establishes the sequence of material presentation. A teacher should build curriculum so that basic concepts were studied previously with the theory, and after that training exercises followed.

It is also worth noting the basic principles to be followed in the drawing of educational process on the basis of consistency and continuity: a person receives certain knowledge, that he can use, only when his brain has a clear view of the outside world; the organized training is the only universal tool of development of a system of scientific knowledge; system of scientific knowledge is generated in the order determined by the content logic of material and cognitive abilities of students; the less breaks and illogical sequences the learning process has, the more effective it will be; if the process of learning is not constantly practiced and the acquired skills are nor perfected, they will be lost; if students are not taught to think logically, they will always have difficulty in thinking; if you do not maintain a distinct system in the organization of educational process, the process will slow considerably [Shamova, 2002].

Here are the characteristics of the training concept for professionals in the field of public relations, necessary for competence training model to work during the process of knowledge acquiring: the process of education must be systematic, consistent and continuous; education should be socially humanitarian in the context of educational content with continual increase of professionally-oriented disciplines; training should be carried out with the account of peculiarities of creative nature of future profession; high-tech nature of education and training and quality technical support of the educational process on the basis of modern information technologies. In this context, we would like to point out that it is very important to conduct PR-promotion of high schools in the education market in order to attract more students to the educational process, and thus to increase university profits. This profit can be used to improve the financial security of the educational process. During the learning process, we should apply practical teaching methods that will nearer the student to the future realities of the profession. The terms of parity and simultaneity of theoretical and practical knowledge and skills acquired should be executed. In course of professional education, a comprehensive professional diagnostics, as a part of the final control of the degree of assimilation of necessary knowledge, skills, abilities and competencies should be carried out. Regarding the formation of training model, it should be noted that it should be the most relevant and should meet modern requirements of society. According to French social engineer, philosopher and futurist, that model should be considered as the one being useful to society.

Considering all above mentioned approaches and principles of the educational process, we have developed three-level model of training of professionals in the field of public relations. The set of the necessary competencies was chosen based on components" study, which form a training program for professionals in public relations, international experience of educational programs drafting, scientific articles and reports on the results of research on PR-education

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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

issues conducted by the US Commission on Education in the field of public relations. [Toth, 2010]. Let us note the basic principles of drawing educational training programs based on competency approach to training specialists in public relations.

In his study, we did not take into account the educational level "junior bachelor", because this level is aimed to implement primary production functions and is unfinished education level in terms of approaches to the training of specialists in public relations.

Based on data of content analysis we compiled the list of ten disciplines, which are met the most frequently in all EPP of western model. These disciplines the most closely reflect the trends in modern PR-education. Also, relying on the list of these disciplines, we can establish a set of competencies that should be acquired by students at each level of education (Bachelor -

Master - PhD)

"Bachelor" educational level provides basic social and humanitarian training of students. The emphasis is given to following subjects: fundamentals and theory of public relations, journalism, fundamentals of sociology. In addition, much attention should be given to disciplines related to the skills of speech and writing, psychology and the basics of communication. We should remember that full-range fundamental training should be carried out at "Bachelor" educational level.

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.