The development of new professions: managerial aspects of university training

The article falls under research category. The authors identify challenges arising in the process of organizing university training in the field of new professions (management, marketing, PR, advertising). On the example of PR training authors analyze existing gap between professional and university understanding of the list and specifics of competencies necessary for graduates as well as challenges related to the status of this specialization in the structure of existing professional training at the university. The authors conducted comparative analysis of differences in PR training at Russian and American universities depending on existing practices of management and regulation in the field of higher education. Comparative analysis is made on the basis of theoretical an empirical data both open and collected by the authors. Research methodology is based on system and structural principles of analyzing educational sphere form the point of view of managerial approach. Data was collected with the use of several methods: academic literature analysis, internet sources content analysis, interviews with PR specialists form Ekaterinburg, expert interviews with lecturers and administrators from several American universities. During the research it was found that differences in PR specialists training at Russian and American universities are largely related to management system and existing educational standards. Besides that there is a set of latent factors influencing the variety of educational programs in Russia. In both countries educational programs are influenced by labor market requirements which define the content of PR specialist training according to specific features of each country. Further research and accurate comparative analysis require interviews with American PR specialists using the same method as in the Russian research. Authors believe there is a set of latent factors influencing specialist training in the USA that can be revealed during additional research. The authors conclude that while designing educational programs in new specializations one must analyze latent factors influencing program content and their implementation process. These factors should be considered in management decision making on organizing PR specialist training in the set university structure.

public relations, specialists in public relations, educational program, professional standards, administrative aspect, comparative analysis

1. Toth E. L., Aldoory L. A First Look: An In-depth Analysis of Global Public Relations Education [Электронный ресурс]. New York: PRSA Foundation, 2010. URL: http://www.commpred.org/_uploads/report4-full.pdf (дата обращения: 01.05.2016).

2. Okae-Anti A. A History of Public Relations Education in Ghana [Электронный ресурс]. 2014. URL: http://microsites.bournemouth.ac.uk/historyofpr/files/2014/03/IHPRC-2014-Abstracts.pdf (дата обращения: 10.10.2014).

3. Celebi S. An Exploratory Investigation of Public Relations Education and Profession through the Lenses of Undergraduate PR Students [Электронный ресурс] // Public Relations Journal. 2012. Т. 6, № 3. URL: http://www.prsa.org/Intelligence/PRJournal/Documents/2012Celebi.pdf (дата обращения: 17.05.2016).

4. Чумиков А. Н., БочаровМ. П. Связи с общественностью: теория и практика. М.: Дело, 2008. 560 с.

5. Azarova L., Slutsky P. Public Relations evolution and its impact on PR practice and education: Russian experience [Электронный ресурс] // The International History of Public Relations Conference / abstracts edited by prof. Tom Watson (Bournemouth University, 2nd & 3rd July 2014). URL: http://microsites.bournemouth.ac.uk/historyofpr/files/2014/03/IHPRC-2014-Abstracts.pdf (дата обращения: 10.10.2014).

6. Лукиева Е. Б. Теория и практика связей с общественностью. Часть I. Основы PR : учеб. пособие. Томск: Изд-во Томск. политех. ун-та, 2006. 156 с.

7. Eaton J. S. An Overview of U.S. Accreditation [Электронный ресурс] // Council for Higher Education Accreditation. - 2012. - Август. URL: http://www.chea.org/pdf/2009.06_Overview_of_US_Accreditation.pdf (дата обращения: 12.02.2016).

8. Dickson T. Mass Media Education in Transition: Preparing for the 21st Century. Mahwah, New Jersey: Lawrence Erlbaum Associates, 2000. 290 с.

9. Dozier D. Program Evaluation of Roles of Practitioners // Public Relations Review. 1984. Т. 10, № 2. С. 13-21.

10. Where Shall I Go to Study Advertising and Public Relations? / eds. B. I. Ross, J. I. Richards. Lubbock, TX: Advertising Education Publications, 2008. 32 с.

11. Moss D. A., Newman A., De Santo B. What do communication managers do? Defining and refining the core elements of management in a public relations/communications context // Journalism and Mass Communications Quarterly. 2005. Т. 82, № 4. С. 873-890.

12. Broom G., Dozier D. Advancement for public relations role models // Public Relations Review. 1986. Т. 12, № 1. С. 37-56.

13. Vieira Jr. E. T., Grantham S. Defining Public Relations Roles in the U.S.A. Using Cluster Analysis // Public Relations Review. 2014. Т. 40, № 1. С. 60-68.

14. Профессиональный стандарт специалиста по связям с общественностью [Электронный ресурс]. URL: https://drive.google.com/file/d/0B0MQY2BqV8swRS1TVGtNNEI4aDA/view?pref=2&pli=1 (дата обращения: 16.05.2016).

15. Ассоциация коммуникационных агентств России [Электронный ресурс]. 20.11.2015. URL: http://www.akarussia.ru/press_centre/news/id6248 (дата обращения: 16.05.2016).

16. PRSA Code of Professional Ethics [Электронный ресурс]. URL: http://www.prsa.org/AboutPRSA/Ethics/documents/Code%20of%20Ethics.pdf (дата обращения: 17.05.2016).

17. Ross B. I., Osborne A. C., Richards J. I. Advertising Education. Yesterday-Today-Tomorrow. Baton Rouge, LA: Louisiana State University, 2006. 181 с.

18. Where Shall I Go to Study Advertising and Public Relations? [Электронный ресурс] / eds. B. I. Ross, J. I. Richards // Advertising and Public Relations Programs in the United States Colleges and Universities. - Lubbock, TX: American Academy of Advertising, 2015. URL: http://www.aaasite.org/Resources/Documents/2015Where%20to%20Go.pdf (дата обращения: 17.05.2016).

19. Standards for Master's Degree in Public Relations: Educating for Complexity [Электронный ресурс] // The Report of the commission on Public Relation Education. 2012. Октябрь. URL: http://www.commpred.org/_uploads/report5-full.pdf (дата обращения: 17.05.2016).