Socio-Psychological Model of PR Specialist Image in the Labor Market

The research purpose is to develop a socio-psychological model of PR specialist’s image and practical recommendations for the employer on using this model to form the image of a particular profession in the Russian labor market. The main tasks of this work include: identifying key components of the image of a public relations specialist and perception features of the specialty “public relations” by the method of a private semantic differential; reducing key variables and identifying factors that influence the formation of the image of a public relations specialist; building a socio-psychological model of this image. The methodological basis includes analysis, synthesis, schematization, abstraction, categorization, as well as empirical research methods (document analysis, survey method of particular semantic differential, associative experiment), data processing methods (factor analysis). The calculations were performed in the computer program SPSS Statistics. Factors that influence the formation of the image of a public relations specialist were identified: “wisdom”, “effectiveness”,“sociability”,“Intelligence”, “tact”,“strength”. Based on them, a multidimensional socio-psychological model of the image of a PR specialist was built, where each dimension is one of the perception factors of the specialty in public relations. © 2021, The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG.