Specificity of specialists’ preparation in public relations in a modern society: Russian and European experience

(page latest updating: February 2010)

Research question or educational challenge

The project urgency is caused by the fact that in 2011 the Russian universities will take new standards of PR specialists training. These standards are focused on the two-level – bachelors and masters – system accepted in the European countries. This system provides global integration. In the light of the Bologna process there is a necessity of perception analysis of education, view changes at the higher professional education because of Bologna process ideology; perception and readiness to participate in the processes of academic mobility; integration processes into European socio-cultural space, through education possibilities.

In this connection there is a serious problem connected with adaptation and integration of European experience with modern technologies which European universities use today for PR-specialists studying to the processes of Russian education changes.

It causes both scientific, and educational character of the project.

Goals of the project

1. Relation to integrative processes in education within the frames of Bologna process.
2. To determine system of competences which are necessary for the modern PR-specialists to work as in Russia and in Europe.
3. To define optimum profiles of specializations.
4. To reveal the best methods of training.

Overall timeline

The beginning: 01.09.2010 – 30.12.2010

Milestones

1. Carrying out three categories interviews  of specialists in Russia and Europe:
   - Representatives of an education sphere (the rector, deans of departments, heads of chairs, lecturers at universities engaged in PR-specialists preparation);
   - Representatives of employers (heads of companies and departments employing PR-
    specialists);
   - Professional PR-specialists.
2. Students taught at public relation specialization (400 – 450 persons).
3. Preparation and the monography edition.

Number of interviewees:

Resource planning

For realization of the project the essential help of Association in search of the European specialists for participation in the project and carrying out interviews are required to us.

1. Representatives of an education sphere from different countries (2-4 educational institution)
2. Professional PR-specialists (3-4 persons)

Expenses on research will be required: working out the program and research tools, payment of interviewers work, technical data processing, the analysis of data and preparation of the report, encouragement to experts, an overhead charge. As a result of the project will be the monography financing of publishing expenses is required. It is necessary the help of Association in search of sponsors.

And also possibility of site EUPRERA resources usage for placing the information about the project and carrying out interviews.

Project leader

• Andrej Mozolin, Ural State University, Russia (brains2@yandex.ru; copy la_cigale_15@mail.ru)

How can Euprera members join the project? Who should join the project?

For realization of the project the essential help of Association in search of the European specialists for participation in the project and carrying out interviews are required to us.

1. Representatives of an education sphere from different countries who are interested in analyzing changing perspectives on PR in the frames of Bologna agreement (2-4 educational institutions)
2. Professional PR-specialists from different countries (3-4 persons)

The project result must be a collective monography where recommendations connected with increase of specialists preparation efficiency in public relations will be offered. Scientific research result: understanding of Bologna process influence on PR specialists preparation, perspectives of changes in preparation PR specialists preparation, dynamics of this profession, creation of favorable image of specialization. The received recommendations will be focused on academic representatives, employers, these results will be claimed also by professional PR-specialists as it will show possible directions of own qualification increase and the future models of PR-specialists.

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