Advertising and public relations: name, competencies, contexts
DOI:
https://doi.org/10.47475/2070-0695-2022-10112Keywords:
PR, advertising, public relations, educational standard, communications, content of communications, context of communications, concept of communication educationAbstract
In 2021, the professional community celebrated the 30th anniversary of the institutionalization of PR (public relations) in Russia as a direction of training specialists in higher educational institutions and the phenomenon of practical activity. To date, several generations of federal state educational standards on “advertising and public relations” have been created, which have become a formalized basis for the development of educational programs and work programs of disciplines. At the same time, qualitatively new issues related to the understanding of a number of conceptual parameters of vocational education in the field of PR appeared on the agenda.
The purpose of this article is to present a number of conceptual answers to these questions-challenges. The first of them is related to the analysis of the prerequisites for a possible change in the name of the direction of training “advertising and public relations” to a more relevant one. The second is to establish the connection of universal, general professional and professional competencies concluded in the Federal State Educational Standard with the subject guidelines proposed by the professional communication community. The third is with the designation of social contexts in which these competencies develop in reality and should be taken into account in the process of forming academic disciplines.
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