NATIONAL PR SCHOOLS IN EUROPEAN COUNTRIES: GENESIS AND ACQUISITIONS

The relevance of the article is related to the importance of acquiring knowledge and skills by the Ukrainian School of Communication Studies. The experience of leading experts from Europe is a worthy example for the national school of communication studies. Analysis of recent research and publications shows insufficient interest in the formation and development of the PR school in Ukraine. However, the works of foreign scholars Black S., L'Etang J., Chaudet B., Carayol V., Bentele G., Nessman K., Watson T., Valentini Ch., Ruler B., Vercic D. sufficiently reveal the genesis and prospects of the leading schools of PR in Europe. The purpose of the study is to conceptualize the experience of the leading European countries so that, in the process of Ukraine's integration into the European community, the professional community understands its place and prospects for further development. Objectives: to collect, systematize, describe, and analyze the achievements of the leading national PR schools in Europe and find out how this experience can be used in Ukraine to develop and improve the national PR industry. The research methods used are content analysis, synthesis, descriptive, and comparative. The results of the study reveal the peculiarities and specifics of national schools of PR in European countries, which were formed by historical and social processes but depended on ethno-mentalism. It is the latter factor that proved to be decisive in their specificity, which determined the main outlines of the national originality of PR. The study has led to the following conclusions: PR schools in the leading European countries have gone through a difficult and time-consuming path of formation, the experience of which is useful and fruitful for the national school, which is currently in the process of formation.