Kyrychok A. Improvement of public relations specialists education system.

The current issues of PR education are outlined. It has been determined that the main issues can be distributed in two parts - general and local problems. The first part comprises general education issues, for instance identification crisis, which is expressed through continuous discussions about identification whether PR is in the frame of communication or management field. The other general problem is high demand for PR education. Most countries faced the problem of imbalance between number of graduators and job market demand. In spite of that fact there is a lack of specialist in the field of PR education. Hence, PR is often taught by specialists of related fields (marketing journalists, sociologists), there is a crucial requirement in educational and professional training of future PR lecturers. The problem of ethic PR standards also belongs to general education problem. The second group comprises local problems of Ukrainian PR education. They are determined as following: imperfect competences set; old and ineffective educational system, lack of finance and technical support and not sufficient level of foreign languages training.