The article is devoted to the organization of research work on forming professional image of the future public relations specialist. The purposes of the work were to study components of students’ image, to test the concept of a professional image of the specialist, and also to process and evaluate the results. The author has presented three phases of experimental research: statement, formative and evaluative. As a result, a positive trend of forming a professional image was found. The conceptual model of forming a professional image of the future experts tested in the course of experiment has shown to be highly effective, while new methods of training (training, workshops, panel discussions, action games, etc.) have substantially improved the level of development of a professional image. The results can be used in the training and retraining of specialists of higher education and people whose profession related to communications.

DOI: http://dx.doi.org/10.12731/2218-7405-2013-7-48