Gamification and Media Technologies as Tools for Developing Communicative Competence in Students Majoring in Advertising and Public Relations

Introduction. This article examines gamification and media technologies as educational tools, focusing primarily on their role in developing the competencies of future professionals in the fields of public relations in the context of the digital transformation of the media environment. The research focuses primarily on assessing the effectiveness of these tools in developing communicative competence, as this is essential for the modern PR professional. The empirical basis of the study consists of the results of an experimental study conducted among students specializing in Public Relations. As part of the experiment, a modernized teaching model was implemented, comprising a simulation of a PR agency’s operations, the development of media projects, and the modeling of crisis communications. The results of the study showed that the use of gamification and media technology tools in the educational process became the main driver of motivation for students, and also contributed to the development of analytical and strategic thinking. Based on the results obtained, it can be concluded that the introduction of gamification and media technology tools is an effective method for modernising the existing educational system, which will significantly improve the effectiveness of training future specialists in public relations.