FEATURES OF TRAINING COMMUNICATION SPECIALISTS FOR TERRITORIAL COMMUNITIES IN THE CONTEXT OF PR TECHNOLOGY DEVELOPMENT

Abstract

This article examines the specifics of training communication specialists for territorial communities amid the evolving landscape of PR technologies. It emphasizes the need to develop relevant professional competencies in higher education students. PR technologies have become an integral part of the modern communication environment, making their study essential for the effective preparation of future journalists. Integrating PR components into journalism education enhances both professional competencies and learning outcomes. These include the ability to apply knowledge of social communications in professional contexts, create media products, and manage PR departments effectively. Students also gain skills in designing and implementing PR campaigns, understanding PR operations, and incorporating innovative tools into their work. The article underscores the importance of equipping students with knowledge of PR tools and their application to uphold professional objectivity and impartiality. It highlights that PR technologies are a crucial element of strategic management for territorial communities, enabling the development of a positive image, sustaining a strong reputation, and fostering effective public engagement.Communication specialists play an active role in social processes, which requires expertise in public relations – such as analyzing target audiences, crafting effective messages, developing value-driven communication strategies, and addressing reputational risks and crisis situations.