DIAGNOSIS OF THE COMPETENCE FORMATION LEVELS OF FUTURE PUBLIC RELATIONS SPECIALISTS IN THE PREPARATION OF MATERIALS FOR PR ACTIVITIES

Abstract

The article describes the essence and structure of the competence of future public relations specialists in the preparation of materials for PR activities.The research paper aims at determining the criteria, indicators and levels of competence development of future PR specialists in the preparation of materials for PR activities. It is stated that the establishment of the main priorities of the development of higher education with the emphasis on the requirement for the formation of skills necessary for the graduates in the labour market promotes a change in the understanding of the professional competence of future public relations specialists, who, to meet the modern requirements of employers, should have competence in preparing materials for PR activities. It is specified that the components of competence in the preparation of materials for PR activities are the following: value, cognitive, technological, evaluation-and-effective. It is revealed that the indicators of the levels of the above competence, according to the determined criteria are the following: personal values aimed at processing information data arrays by students in order to prepare materials for further professional activities; knowledge of the theory and practice of formation and development of competence in the preparation of materials for PR-activities; skills and abilities necessary for the technological process of creating information materials used in the field of public relations, preparation of documents, literary editing, copywriting in accordance with the requirements of the profession; professional and analytical skills, self-analysis of their own professional activities in the preparation of PR materials. General provisions of the diagnostics of the levels of competence formation in the preparation of materials for PR activities of future specialists in public relations in the process of professional training, which include clarification of criteria, indicators and description of the formation levels of the identified competence of future public relations specialists.