Abstract:

The article is devoted to the problem of the formation of communicative professional competences in order to improve the outcomes of foreign languages learning/teaching. An interdisciplinary approach to the formation of the communicative skills of graduates of higher educational institutions allows providing for the professional orientation of training in a foreign language for future specialists. In order to implement the integration of a foreign language into professional materials, it is suggested to use methods for measuring the effectiveness of public relations (PR) activities.

The authors of the article emphasize that the demand for such methods among the professional public relations community is high, and the ability to use such methods is an obligatory requirement for a young professional while constituting a convenient tool for developing oral and written skills of students in the process of such educational activities that partially imitate their future professional occupation.

From all the variety of PR analysis techniques, the authors of the article have chosen business case methods, the definition of readability index and media analysis as tools that primarily contribute to the task of forming intercultural professionally-oriented communication, namely the formation of linguistic, pragmatic, sociocultural and strategic competencies. These methods also contribute to the formation of research competence among the masters, due to learning variety of PR cases, using Internet resources and statistical data.

In conclusion, the authors claim that using such methods as the business case, the measurement of readability index and media analysis in PR professionally-oriented foreign language training, it is possible to accomplish the task of developing students' specific skills including writing press-releases and using the foreign language in their professional activities.

Keywords:

Quasi-professional activity, foreign language training, business cases, readability index, media analysis, press-releases.