Professional Training of Future Public Relations Specialists: Communicative Aspect

The article examines the communicative practices used in the process of training future public relations specialists in the educational environment of the university. The purpose of the study is to determine, based on the study of scientific literature and pedagogical experience, a set of communicative practices used in the process of training future public relations specialists for professional communication in the educational environment of the university. The research is based on an interactive methodological approach. The significant role of the communicative component in the professional training of future public relations specialists is shown. The complex of communication technologies and practices used for professional training of future public relations specialists in the process of organizing and conducting round tables, discussions, focus groups, conducting surveys and analysing cases of communication campaigns at various levels is defined and characterized. The features of professional communication in the advertising and PR sphere are revealed. It has been proven that professional training focused on the development of communication skills ensures effective preparation of future public relations specialists for professional communication. The prospects for further research may be related to the study of the impact of the digital educational environment of the university on the process of training future public relations specialists for professional activity.