Abstract
This article presents the peculiarities of using mentoring approach to training public relations (PR) specialists. It includes a historiographical overview of the best practices related to the specifics of using mentoring in education. Based on the literature review, it proves that the use of a mentoring approach to training PR specialists has certain peculiarities and advantages. This paper provides the results of the study in the form of an online survey. Participants were practitioners and teachers working in the PR field. They had to answer questions related to the methodology of PR professional training at universities. Based on the data obtained, the main issues of mentoring assistance in preparing PR specialists have been discussed. The key methodological aspect of using mentoring assistance in PR training is using a pedagogical model “show-tell-do”. This article covers general recommendations on integrating the mentoring approach into the process of PR specialist training at the university.
Highlights
Obtaining education in public relation (PR) training is currently rather popular with young people
There is a considerable demand for the specialists in this field on the labour market; on the other hand, there is a problem of contemporary education programmes being inadequate to current labour market requirements
The mentoring approach to PR specialist training can be integrated into the education system
Summary
Obtaining education in public relation (PR) training is currently rather popular with young people. The university designs the educational system so as to train specialists of the appropriate level, required by the government and the relevant field, using a competency-based approach to education. This algorithm is very often violated, which results in the training system being inadequate to the labour market requirements, as the problem of low competence of specialists in a certain field arises. It is of great importance to optimise PR specialist training programs as well as determine the approaches to developing the professional competencies in PR students. The mentoring approach to PR specialist training can be integrated into the education system. We aim to prove the effectiveness of implementing the mentoring approach in training PR specialists at higher educational institutions
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