ОСОБЕННОСТИ ВУЗОВСКОЙ ПОДГОТОВКИ PR-СПЕЦИАЛИСТОВ НА УРАЛЕ
SOME FEATURES OF UNIVERSITY TRAINING OF PR-SPECIALISTS IN URAL REGION

Summary/Abstract: This paper focuses on the description of the monitoring results of PR-specialists in the Middle Urals (Ekaterinburg and Sverdlovsk region) in order to identify the characteristics of their university preparation. The author examines the history of PR-education in Russia and in the Middle Urals in particular. It is concluded that from the view point of the methodological approach the preparation of Russian PR-specialists is closer to the training systems in China than in the United States and Europe and it has specifics connected with the cultural peculiarities. The analysis shows that the training for PR-sphere in the Middle Urals is carried out mainly in accordance with the needs of the labor market however quantitatively and qualitatively it is not timely to meet the demands. This situation demands the improvement of the system of retraining and advanced training of PR-specialists. Gender configuration of specialists in the field of business communication is laid at the stage of university preparation and corresponds with the development of PR-sphere trends in Russia. The formation of professional values of future professionals has a multilayer structure where the basic role is played by university training.

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