The Organization of Advertising and PR Activities in the Modern Media Environment and the Professional Competencies of Journalists

Abstract

The article examines the transformation of advertising and public relations organization in the modern media environment and its impact on the professional competencies required of journalists. The study focuses on the increasing convergence of journalism, advertising, and public relations, which is reflected in both organizational structures of media enterprises and changing requirements in the labor market. Particular attention is paid to organizational models based on cross-functional cooperation, agile content management, strategic communication, and the integration of editorial, promotional, and audience-oriented activities. The article identifies the main digital, analytical, strategic, and interpersonal competencies that journalists need to operate effectively in a hybrid media environment, including digital literacy, data interpretation, multimedia production, platform-specific content adaptation, search engine optimization, content management, and the use of artificial intelligence tools. The study also considers the role of practice-based education, case studies, simulations, and project-based learning in developing the competencies required by contemporary media organizations. Particular emphasis is placed on the technological drivers of organizational convergence, including content management systems, audience analytics platforms, and AI-assisted content production. The ethical challenges associated with the integration of editorial and promotional functions are analyzed, with attention to transparency, disclosure of sponsored content, conflict-of-interest management, and preservation of audience trust. The article substantiates the need for closer integration of journalism, advertising, and public relations education while maintaining clear ethical distinctions between editorial and promotional communication. The study concludes that the modern media environment requires journalists to combine traditional editorial competencies with digital, analytical, strategic communication, and ethical skills, while media organizations need to develop flexible organizational structures and continuous professional development systems.