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 experimental verification of a structural-functional model for developing research competence in future public relations specialists under the conditions of rapid digitalisation of the communication space and shifting media consumption patterns. The aim of the study is to test experimentally and substantiate the effectiveness of the author’s structural-functional model for fostering research competence in future PR professionals within the university educational environment. Based on the experimental work involving 83 students, implemented through an integrated programme comprising motivational-orientational, activity-technological, and reflective-evaluative stages, it was established that the model’s implementation yields a statistically significant increase in the high level of research competence (by 23.5 percentage points). Qualitative improvements were recorded primarily in those components that had initially demonstrated the lowest indicators—namely, the cognitive-analytical and reflective-evaluative ones. This dynamics was made possible through the comprehensive application of validated psychodiagnostic tools (assessing motivation, critical thinking, reflexivity, and tolerance) alongside mathematical statistical methods. The research strategy integrates classical PR analytical approaches with an original digital scenario for organising project work, structured according to the RACE cycle (Research, Action, Communication, Evaluation) and presupposing the conscious, critical use of generative neural networks. The scientific novelty lies in the construction and experimental testing of a model that organically combines established analytical techniques with up-to-date digital instruments—this combination, according to the data obtained, ensures the sustained development of analytical thinking and a reflective stance in future specialists. Additionally, it was found that the regular performance of research and project-constructive tasks, with a mandatory output in the form of a complete analytical product, proves an effective means of professionalisation, allowing the proposed methodology to be replicated and reducing the difficulties students encounter in research activities. The isolated cases of low competence levels, as the analysis shows, are predominantly correlated with a formal attitude towards studies rather than with any inadequacy of the model itself.

Keywords: research competence, public relations, pilot experimental work, structural-functional model, digital educational environment, project activity, artificial intelligence.

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For citation: Boyarchenkov, D. V. (2026). Experimental verification of the structural-functional model for forming the research competence of future public relations specialists. CITISE, 3, 505-514. (In Russian).