APPLICATION OF THE COACHING APPROACH IN THE HIGHER EDUCATION SYSTEM IN THE TRAINING OF JOURNALISTS

The higher education system is going through a period of transformation. It becomes obvious that traditional models of teacher-student interaction need to be modernized. A new environmentally friendly approach is needed that will motivate students to self-education and personal growth. The article discusses coaching as a system that meets this request. The authors propose positioning coaching and media education in higher education as cross-directions in the formation of critical thinking, and also describe practical experience that makes it possible to form this type of thinking and increase the communicative efficiency of university students studying «Journalism». The conclusions in the publication are formulated based on an analysis of practical material. During the 2023–2024 year, the authors of the article conducted an experiment: as part of educational activities at the university, a student project team was created. During the experiment, 24 training sessions were conducted using coaching tools and competencies. They were aimed at developing effective communication skills, building trust, working with cognitive distortions, conflict management, goal setting and identifying needs, values and internal resources, and unlocking creative potential. Sessions using coaching tools were conducted in an environmentally friendly environment where each participant could speak freely. Practical training was supplemented by visual projective techniques, which allowed for a deeper understanding of the topic being studied. The initial and final stages of the project were accompanied by diagnostics, which made it possible to record the dynamics of changes in the team in such characteristics as trust, communication and creative skills, and critical thinking. Classes using coaching tools confirmed their effectiveness, since all project participants demonstrated progress in the skills they were developing and expressed a desire to continue participating in the project. The described model of coaching interaction is proposed by the authors for implementation in the higher education system, since it motivates students to participate in educational activities, self-education and personal growth.