PR GOVERNMENT BODIES: METHODOLOGICAL ASPECTS OF TEACHING IN HIGHER EDUCATIONAL INSTITUTIONS

Abstract

The interdisciplinarity of PR in public administration requires students to develop an understanding of the specifics of communication with target audiences, the functions of public authorities and public administration tools. The aim of the article is to analyze the difficulties faced by students who master the specialty of PR and public relations, while studying the discipline "Advertising and PR in the public sphere", to highlight the methods of forming students’ competencies in the context of teaching PR in public administration in higher education. The realization of the assigned aim needs to accomplish the following tasks: 1) to systematize the difficulties that students face when studying the discipline "PR in the public sector"; 2) determine the competencies that should be formed when teaching the specified discipline in the conditions of higher education. Scientific novelty. The paper presents the main issues related to the teaching of PR in public administration in higher education. Students pursuing an education in the specialty "Advertising and PR", having a sufficient level of knowledge and skills in communication, often do not realize the differences between the functioning of the public and commercial sectors. Trying to apply the approaches used in PR of companies and brands to public authorities, students make a number of mistakes. In conclusion, methodological approaches are indicated that allow students to develop the necessary skills for professional self-realization in the press services and communication departments of public authorities.