НАУКОВІ ПІДХОДИ ДО ФЕНОМЕНУ PR-КОМПЕТЕНЦІЇ ФАХІВЦЯ

This paper deals with scientific approaches to public relations in order to provide their definition. The altruistic, compromise-based and pragmatic approaches are analysed. The researcher has conducted a study of the major approaches to public relations using contemporary scientific literature. She makes it clear that public relations are frequently defined as practical or professional activity as well as communication between a company and its social environment. The author believes that the essence of the notion of public relations competency (PR-competency) is a constituent part of the competence of a modern specialist. Taking into account the notions of PR (relations with community) and professional competency that are coupled with requirements towards the professional qualification of a specialist, the author provides her own definition of PR-competency as an integral characteristic of the professional and behavioral qualities of personality, as a benchmark of major psychological and PR-concepts, as an index of human capacity to effectively use contemporary psychological and PR-technologies that enable a specialist to implement their knowledge into practice. The researcher states that PR-competency will be especially important for managers in the future because the range of the professional tasks of a specialist in this field includes the control of an enterprise image, the promotion of products at the market, relations with customers and mass media, the creation of the right image of enterprise and its internal corporate medium. It is emphasized that introduction of public relations into an educational process will have an impact upon both the training of leaders and the results of control in all industries.