Abstract:

The conditions for communicative competence formation have changed with the transition to a digital educational system (DES). Today, a graduate needs to improve a whole range of professional skills and form new digital competencies. The article's purpose was to identify and substantiate the psychological and pedagogical conditions for developing communicative competence effectiveness of future public relations (PR) specialists in a digital environment experimentally.

Within the framework of the study, under the psychological and pedagogical conditions of the development of communicative competence, we understand a set of measures aimed at developing students' communicative competence using pedagogical technology and psychological training.

Pedagogical conditions for the formation of communicative competence of students of humanitarian specialties consist in the motivation of students' attitude to communicative competence; in the operational and reflexive readiness of the teacher and students to work in a digital educational environment; in the design of a professional and corporate environment that contributes to the formation and development of communicative competence in a student of an economic specialty, in the design of the content, structure of personality-oriented methods for the formation of communicative competence.

The authors of the article have identified and justified the psychological and pedagogical conditions that contribute to the effective formation of communicative competence among future specialists in the field of PR: the development of positive motivation among future PR specialists in the process of forming communicative competence as a necessary professional component; introduction of the special course "Communicative competence of a PR specialist" into the pedagogical process, which will equip future specialists with additional knowledge, help them master special skills and abilities, and also contributes to understanding the tasks and functions of the PR person's communicative activity; orientation of the content and implementation, forms, active methods and techniques of training for the formation of communicative skills of future specialists (padlet virtual board, online WebQuests, case studies, online business games, Jam Board, psychological training)

The authors defined the criteria for the formation of the future PR specialists communicative competence: motivational (awareness of the role and importance of communicative qualities in the PR specialist's professional activity), cognitive (psychological, pedagogical, social and ethical-legal knowledge; knowledge of the language and possession of its norms), practical (mastering of a communicatively perfect speech; ability to create an advertising product and maintain documentation; mastering of speech etiquette), personal (development of psychological and pedagogical qualities aimed at improving the communicative activity of a PR person).

Keywords:

Psycho-pedagogical conditions, digital educational system (DES), future specialists training, communicative competence formation.