Value-oriented content in PR-specialists training in the terms of european integration

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Ohar E. I. № 1 (83) 110-118 Image Image

The article is devoted to effective ways of filling modern educational culture and practice with new axiological meanings, possible tools for the implementation of European values in the content and form of training programs within the framework of “journalism”, including for specialists in PR-communications.

The preсonditions for the introduction of value-oriented content in the education of public relations specialists have been defined. Among them the following are highlighted: 1) the axiological component of the educational process has always had a strategic importance for the development of society, and the European integration course of the development of society has updated the discourse around the concept of «European values»; 2) value orientation is provided by the content of humanitarian education in general, therefore it is a priori characteristic of training courses related to the field of social communications, in particular, journalism, mass media and PR communications, etc.; 3) interdisciplinarity characteristic of the modern educational process is a highly effective methodological tool in the implementation of comprehensive value-oriented education.

Several effective cases presented by general and professional training courses which have been approved at the Ukrainian Academy of Printing are considered. These can be special, thematically oriented disciplines and separate thematically oriented modules introduced into actual courses. They can be conventionally divided into two groups: explicitly and implicitly aimed at promoting the European values, directly and indirectly related to the key concept. Special attention is paid to one of important values of European university education - academic integrity. Along with plagiarism and violations of copyright, violations of ethical and legal norms, it can be considered in the relevant educational courses.

Keywords: value-oriented approach, journalistic education, European values, PR-specialists, training courses.

doi: 10.32403/0554-4866-2022-1-83-110-118


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