Professional training of the future educators in the higher education institution is focused on the formation of professionally important qualities that are the part of the professional competence, where the most important is communicativeness. In the most developed countries, special speech training for young people is a mandatory component of the content of the education.The speech competence of a teacher is an extremely important element in the formation of the speech and communication culture for preschool children. First of all, it should be noted that pedagogical art is the speech, because the level of the possession of the art of speech depends on whether the teacher will be able to achieve children's attention, cooperation with them, the development of perception of everything new.The living word of the speech-competent teacher serves as a means of transmitting knowledge, forming a worldview and positive qualities of the individual. The word performs the function of the emotional and aesthetic influence in the formation of a comprehensively developed personality of the preschooler.The article applies linguistic-synergetic approach of speech etiquette analysis as an important component of personality development. An attempt has been made to study speech etiquette not as a static system, but from the point of view of its functional and dynamic nature and in relation to the systems of the external environment -the consciousness of communicants and the communication situation. It was found that society is the main factor in the shiftwork and non-linearity of the speech etiquette system, which is observed at the present stage of its development, and generates various fluctuations in the speech etiquette system, changing it not only quantitatively but also qualitatively. It has been proved that the speech of the future teacher should be flexible and adapted to the speech situation, but at the same time it should preserve the best traditions and norms.