Peculiarities of Teaching PR in Public Administration at Higher Education Institutions

The purpose of the article is to analyze the peculiarities of teaching PR in public administration to students who master advertising and public relations.

The research methodology is based on the principles of scientific and pedagogical research and pedagogical observation. Analytical and theoretical methods were used to generalize the features of PR in public administration and to systematize the competencies of PR specialists who will work in public authorities.

The scientific novelty consists in identifying ways to form the competencies necessary for PR professionals who will work in the public sector.

Conclusions. Public communications of public authorities are still an area requiring serious theoretical understanding and training of professionals capable to participate in the development and implementation of the state information policy. Specialists in communication who understand the specifics of state authorities’ work and possess PR tools for establishing a constructive dialogue with target audiences (individual subjects, social groups, public organizations, political parties and leaders, and the people as a whole) are the key to the effective work of press services and communication units of state administration bodies.