Training of PR managers for ukrainian book editions in the specialization “Advertising and PR in publishing business” at the department of publishing of Borys Grinchenko Kyiv University

Abstract

The urgency of the study is due to the fact that at the present stage of book publishing, the most editorial staffs suffer from the lack of professional PR managers who are able to manage communication policy of publishing companies. The article states that emergence of a new specialty in training a book PR manager is a market requirement. As far as today the publishing projects are primarily high-quality management, proper PR and constant communication with audience and co-organizers of events. That is why the attention is paid to necessity of training PR-managers for Ukrainian book publishers. Having studied the market demands for specialists in the integrated communications in the field of culture and publishing, in particular, and having considered the requirements advanced by publishers to PR-managers of publishing companies, the author of the paper concludes that work in the book publishing industry requires a wide range of competencies in terms of quality management, effective communication and management with target audience and mass media. Only system comprehensive university education is capable to provide such a level of training. It is analyzed how the students-journalists as future specialists for publishing market are trained according to the educational program “Publishing and editing” and the specialization “Advertising and PR in publishing business” at the Department of Publishing of Institute of Journalism of Borys Grinchenko Kyiv University.