COACHING AND CONSULTING: BASICS OF PERSONAL BRANDING

The article discusses the problem of forming a personal brand for journalists during the educational process. It characterizes the specifics of a journalist's personal brand through the research of Ukrainian and foreign scientists. Various aspects of the conceptual foundations of personal brand formation and development are presented. The article highlights the peculiarities of scientific research based on the application of an information approach, which has great heuristic potential for studying the specifics of information flows and information needs in the field under study through knowledge of the laws, functions, characteristics, properties, methods, and means of information as the content of messages or a means of social communication. During training, significant importance is attached to the use of modern approaches to understanding communication processes, including the so-called "theory of cultural literacy", in the formation of a journalist's personal brand. As society is witnessing a transition from verbal means of information transfer to visual communication, cultural literacy produces the formation of visual literacy, which is the ability to understand cultural essence based on visual signs. Therefore, cultural literacy acts as a normative social reality in all spheres of activity, which is a prerequisite for the formation of the personal brand of future journalists during their studies. It has been noted that the formation of a journalist's personal brand during training, as a complex communication process, requires the use of modern approaches to understanding communication processes, among which the “theory of cultural literacy” stands out. It is emphasized that the formation of a journalist's personal brand during training will be effective when the process begins during the professional training of students at an educational institution, as well as when its improvement process begins at the state level. Fundamental methodological and worldview training, thorough humanities training, theoretical and practical training in specialized disciplines, creative training in the profession, and the formation of independent work skills and personal brand and worldview are important in the field of research. In summary, the formation of a personal brand for journalists is a laborious task that requires a systematic approach combining the educational process with the self-development of media professionals.