DEVELOPING PRACTICAL SKILLS OF FUTURE ADVERTISING AND PUBLIC RELATIONS SPECIALISTS THROUGH THE USE OF MULTIMEDIA CASES

Abstract

The article addresses a problem of strengthening practice-oriented training of students in advertising and public relations in the context of digitalization of the communication industry and the gap between academic learning outcomes and employers’ expectations. The objective of the study is to substantiate the didactic potential of multimedia cases and propose an approach to their integration into the educational process aimed at developing practical professional skills. The methodology is based on competence-based and activity-based approaches; methods include analysis of scientific sources, comparison and generalization of pedagogical practices, modeling of a multimedia case structure, and expert assessment of learning outcomes. The results include a typology of multimedia cases for advertising/PR training, a set of didactic principles for their design, and an implementation algorithm with assessment criteria linked to professional actions. Scientific novelty lies in specifying the structure of a multimedia case as an educational unit integrating real industry data, multiformat content, interactive decision-making, and feedback. Practical significance is determined by a teacher-ready toolkit adaptable to various disciplines and learning formats. The conclusion states that systematic use of multimedia cases improves the formation of skills in strategic planning, content production, analytics, and crisis communications under conditions of methodological support and transparent assessment.