The article examines the problem of the formation of digital competencies in the training of specialists in the field of media communications. An extensive review of the literature on the issue under study is given. The article examines the trends in the transformation of the profession of a communicator in the context of the intensive development of the latest technologies in the field of big data, gamification, artificial intelligence, etc. The article presents the research results on the basis of which an innovative educational program for training specialists in the field of advertising and public relations has been developed. The program includes modules related to general digital literacy, artificial intelligence resources, management in the digital environment, Internet marketing, technologies for working on various media platforms, as well as project activities using digital technologies.