Optimization of education on the basis of rhetorization of pedagogical communication

subject of the article is the potential rhetoric as a part of modern speech theory aimed at improving pedagogical communication, the important component of a school model optimization. On the basis of modern approaches to the pedagogical communication and the results of the experiment of a personality-oriented model creation the conclusion of the efficiency of the concept of rhetorization for pedagogical communication as an instrument of optimization of educational process has been made. The theoretic-methodological bases of rhetorization and new approaches to communicative basis of training approbated at schools of the central region of Russia are outlined. The conceptual idea of experimental and research program «Personality oriented education under the conditions of lyceum is an optimal model» is revealed. One of the methodological bases of the model is modern rhetorical theory practiced as the authorial technology for teaching rhetoric. The elements of the lessons and variants of carrying out extracurricular activities at schools of the Smolensk region according to the original technology and empirical material viewed as speech events are described in the article. The original technology is shown as one of the instruments of rhethorization of pedagogical communication.