COMMUNICATIVE COMPETENCE OF A PUBLIC RELATIONS SPECIALIST

Abstract

The article explores communicative preparedness as a fundamental competence of a public relations specialist necessary for achieving professional goals and successful work in the modern world. They are responsible for the strategic management of communications and relations of the organization with the key public, play an important role in shaping and promoting the image and reputation of the organization, as well as in building and maintaining mutually beneficial relationships with key stakeholders. The relevance of the topic is in line with the new age challenges of modern Russia, which have paved the way for the institutionalization of the corpus of advertising and public relations. The purpose of the paper is related to the realization that there is a range of new educational opportunities for PR specialists leading to meaningful formation of communicative competence. The article uses the empirical method of work with the source base of FSES HE in the direction of training 42.04.01 “Advertising and public relations, comparative analysis of competence characteristics of PR-specialist's activity”. Effective communication with the target audience, quality customer service, providing a wide range of media services, social responsibility increases the recognizability of the company and create a positive image that helps to manage reputational risks. The practical significance of the work is manifested in the definition of the competence approach to the professional activity of a public relations specialist through the study of his communicative skills expressed in the strategy of reputational improvement. Communicative investments in image and reputation allow companies to gain a number of benefits, including customer loyalty, employee engagement, investor confidence and enhanced competitive advantage.