Communication Strategies in the Digital Environment as a Tool to Form the Communicator's Personal Brand

Based on the Russian educational standard, they are determined the vectors of digital transformation of the competence model of the future advertising and PR specialist as an effective communicator. The performing professional functions of a communicator in the digital sphere is based on specific communication strategies. They form the basis of a communications specialist's personal brand. Based on the method of system analysis, the authors represent the concept of professional digital competence from the point of view of the communication, not the technological aspect. It is also given its significance in the formation of a professional brand of a communications specialist. The main purpose of the research is to identify communicative strategies in the digital environment in the competence model and the stages of their formation as part of the personal brand of an advertising and public relations specialist. Based on the modeling method, it is described the nomenclature of such strategies. It is noted that they contribute to the formation of the personal brand of the future communicator in the digital environment, as well as the students' readiness to implement them in professional activities.