UDC 378

Boyarchenkov D.V.¹ (Ryazan, Russian Federation) – bojarchenkovdaniil@gmail.com; Kostikova L.P.^1,2 (Ryazan, Russian Federation) – l.p.kostikova@gmail.com

¹Ryazan State University named after S. A. Yesenin

²Ryazan State Medical University named after academician I. P. Pavlov, Ministry of Healthcare of Russia

Abstract. The article is devoted to the currently relevant topic of forming the research competence of future public relations specialists. In the context of the changing requirements of modern higher education, the role of successful possession of research competence is increasing to ensure high competitiveness in the dynamically developing labor market for advertising and public relations specialists. The purpose of the article is to develop a theoretical model reflecting the most important stages of the process of forming the research competence of future public relations specialists. Consistent efforts to create a pedagogical model of students’ research competence have a clear algorithm that includes interconnected structural components, blocks, approaches, principles, as well as the conditions for organizing and implementing a research and development environment. Based on the theoretical analysis of scientific literature and pedagogical experience, the author defines the research competence of a future PR specialist, and describes a model representing the pedagogical process as a set of interrelated components that ensure effective training of highly qualified future public relations specialists. The model consists of the following blocks: target, methodological, substantive-procedural and criterion-evaluative. The model is based on axiological, personality-developing, communicative and technological methodological approaches and the corresponding principles of personal meaning, value attitude to professional activity, complexity, subjectivity, self-actualization, communication, involvement, consistency, reproducibility, effectiveness, functionality of the educational environment.  The model has a practical orientation and the pedagogical process organized on its basis ensures the effective formation of the research competence of future public relations specialists. The model can be changed and refined depending on the conditions of its implementation. The model reflects the pedagogical conditions for the training of future PR specialists, namely: 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 research activities. The prospects for further research may be related to the development of possible ways and means of using modern digital technologies in the professional training of future public relations specialists.

Keywords: model, research competence, professional training, future public relations specialists, personal development approach, communicative approach, technological approach.

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For citation: Boyarchenkov D.V., Kostikova L.P. The model of the process of developing research competence of future public relations specialists. CITISE, 2025, no. 4, pp. 255-264.