UPDATING THE PROBLEMS OF PROFESSIONAL TRAINING OF ADVERTISING AND PUBLIC RELATIONS SPECIALISTS IN LIGHT OF NEW REQUIREMENTS TO THE PROFESSION

Abstract

The article raises a number of current issues of professional training of advertising and public relations specialists in light of new consumer demands. The authors point out the underestimation of the PR profession in promoting Russian brands and their products on the world market. Despite more than five hundred definitions of the PR sphere, there is still no common methodology, which complicates the effective professional training of a future specialist. Particular attention is paid to the means of PR activity, which are important for a modern specialist to master, and a ranked conclusion is given on what is important for teachers responsible for training this specialist to pay attention to. Among the PR tools that are least amenable to a modern student aiming to work in advertising and public relations, this is the implementation of sociological research, as a professional analysis of phenomena and events that shape the attitudes of the target audience and such a tool as lobbying or promotion by PR specialists of the company’s interests and the implementation of a specific project. In conclusion, the authors draw attention to the fact that mastering these PR tools is impossible if their use in practical educational activities is not associated with the development of professional reflection, which ensures the correlation of the content of the studied subjects, academic disciplines with the real situation in the world, which today determines the contextual teaching method.