UDC 378

Boyarchenkov D.V.¹ (Ryazan, Russian Federation) – bojarchenkovdaniil@gmail.com

¹Ryazan State University named after S.A. Yesenin

Abstract. The article examines the process of forming the research competence of future public relations specialists by means of sociological and marketing methods of analyzing target groups of the public and the socio-cultural context. The purpose of the article is to determine the substantive essence and structure of the research competence of future public relations specialists. Based on the theoretical analysis of scientific literature and pedagogical experience, it was determined that a future PR specialist with research competence is characterized by developed analytical thinking, possesses skills of critical analysis and synthesis of communicatively significant information, is able to solve public relations issues on his own, owns modern digital technologies, is characterized by a desire to understand what is happening in society. processes, meaning-making and self-development. It is also proved that the research competence of future PR specialists consists of such components as value-semantic, cognitive, activity-based and linguocultural, which are based on competencies formed in accordance with the Federal State Educational Standard for Higher Education. The research is based on a technological methodological approach that assumes instrumental management of the research process and guaranteed achievement of the set goals. The novelty of the article lies in substantiating the content and structure of the research competence of a future public relations specialist, in determining the professionally oriented personal qualities of future PR specialists, in substantiating the most important principles of the process under consideration, which include expediency, consistency, process, organization, effectiveness, reproducibility, efficiency. The pedagogical conditions for the development of research procedures by future public relations specialists in the analysis of information and the development of communication strategies, which include:the use of statistical and marketing diagnostic technologies; the use of a variety of achievements of national and world culture in the process of creating media texts and communication products; the organization of design and investigative activities. Students were found to have “deficits” in the application of research competence.

Keywords: research competence, professional training, future public relations specialists, technological methodological approach, principles, pedagogical conditions.

References:

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For citation: Boyarchenkov D.V. Research competence of future public relations specialists: the essence and structure. CITISE, 2025, no. 4, pp. 232-240.