Future Human Image. Volume 7, 2017 75
The Main Determinants of Improvement of Model of Educational Training of Specialists in the Field of PR Based on Competency Approach by Andrii Kyrychok
Masters
The study analysed 35 training programs for education level "Master" in the field of public relations. The analysis showed that in masters" training in this field the same trend as in the bachelors" training remained. Western universities offer different periods for training of experts - 1, 1.5 or 2 years. Domestic and Russian universities offer training period of 2 years; credit exposure is also different.
In general, training program for "Master" degree is more narrow than for "Bachelor" but domestic education system contains a large number of subjects of social and humanitarian sciences, which sometimes prevail in the ratio of professionally-oriented disciplines. The study, the same as for bachelors, divided them into four different categories: advertising and PR; communication; marketing; business and management. The amount and character of disciplines for "Master" degree differed significantly from "Bachelor" degree in Western universities. In Ukrainian, universities amount and character of disciplines almost had no differences with the disciplines of "Bachelor" degree. Western programs tend to have more administrative functions of public relations and to study subjects related to communications and research.
It was also found that the average total credit exposure varies in different countries. For example, in Europe and the USA the average total credit exposure is 90 credits, at Russian universities - 124 credits, and at Ukrainian universities - 108 (Fig.2)
Fig. 2. The average amount of credits for EPP of "Master" degree.
In terms of these figures, we can conclude that the quality of training, but not quantitative content of the program plays an essential role. Master"s degree of education at the West provides high mobility of students with possible employment in the workplace and a lot of practical training, while domestic universities hardly change the approach to training of master"s degree. Here is a list of ten disciplines, which according to credit indicator and frequency at high schools showed the highest result: PR in politics 6.6k/25; Crisis PR 6.6/25; PR in Business 6.6/24; Imageology 6.4/23; Information Wars 6.2/22; Media Planning: 6.1/21; Strategic Planning 6.1/19; Political Consulting 6.0/18; Strategic PR 5.9/17; Human Resources 5.5/16.
We offer to consider the most appropriate, in our opinion, training program for experts in public relations for "Master" degree.
The program at George Washington University (USA) is based on the integration of disciplines that are intended to learn the work with customers, innovation management, and
76 Future Human Image. Volume 7, 2017
The Main Determinants of Improvement of Model of Educational Training of Specialists in the Field of PR Based on Competency Approach by Andrii Kyrychok
to cultivate the skills of reputation management. The program is flexible, it consists only of seven mandatory and four optional courses and provides the opportunity to participate in a unique program of students" exchange (Global Perspective Residency GSPM). It was designed not only for young students, but also for the already experienced employees who want to get additional education. This program has an option of practice [Georg Washington University 2017]. The program itself is an alternative to MBA programs. The largest number of subjects is related to innovation management and public relations in the energy field.
Doctor of Philosophy
Since the EPP for "Doctor of Philosophy" degree in our country have been introduced recently, we have chosen five training programs of appropriate level to determine the educational content of these programs and principles of their educational training. Here is a list of the subjects that are the most often found at the third level of education in the field of public relations:
We have selected five training programs for "PhD" educational level for experts on public relations, advertising and allied branches that have similar disciplinary and informal content, but certain differences in the course structure [Educational program, 2017; Educational program, 2017a; Educational program, 2017b; Educational program, 2017c; Educational program, 2017d; Educational program, 2017e; Educational program, 2017f].
Training for PhD degree lasts from three to four years. Almost in all programs, graduate students are required to study, to be in parallel engaged in teaching and to work on their researches. In addition, all programs had common disciplinary framework that is related to communication studies, journalism, and media technologies and media researches. Some universities open access to certain subjects for the student only when he defends his academic paper. The fact that candidates to the PhD degree create their own advisory centres, where they, without assistance of senior colleagues, discuss their scientific achievements is atypical for our scientific environment. Due to this, they develop scientific thinking and skills to solve research problems. We offer to consider the most appropriate, in our opinion, training program for experts in public relations for "PhD" degree. Here is a list of ten disciplines, which according to credit indicator and frequency at high schools showed the highest result: The Stylistics of Writing of Scientific Texts 5.0k./5; Scientific Aspects of PR-activity 5.0k./5; Methods and Techniques of Scientific Research 5.0k./5; Seminars in Aid of Scientific Research 5.0k./5; Seminars Following the Results of Dissertation Research 5.0k./5; Statistical and Analytical Methods of Research 5.0k./5; Foreign Language Scientific Field 5.0k./4; Basic Methods of Research in PR 4.0k./4; Theory and Practice of Writing Research Papers 4.0k./4; The Psychology of High School 3.0/3; Main Approaches to teaching in Higher Education 3.0k./4; PR in Science and Education 3.0k /3.
Feature of the program for the degree of "Doctor of Philosophy" at the University of New York in the field of "Media, Culture and Communication" is the focus on the interdisciplinary study of the media and culture [New York University, 2017]. PhD candidates study disciplines, which include the structure of the media, science and culture, media history, visual culture, the science of sound, anthropology, sociology, political science, in order to attract interdisciplinary strategy of analysis. The focus in teaching and research is done on multi-methodological approach, which involves the use of different research methods, qualitative and quantitative discourse analysis, deep interviews, network analysis and other explanatory and critical approaches. At the university, they study historical perspectives through media
