The article describes and analyzes the educational and training project of the Department of Mass Communications of the Peoples” Friendship University of Russia “Day of Specialties: Journalism, Television, Advertising and Public Relations”. Also presented is the experience of organizing and conducting the festival of educational films and training “MediaEnvironment” at the branch of the Lomonosov Moscow State University in Sevastopol. These special educational and cognitive events are considered as elements of internal and external communications of universities, developing the professional competences of participants and demonstrating the possibilities of using the concept of peer learning and edutainment technologies for practical emotional-motivated learning of students of media specialties. The authors describe the methodology of event preparation in relation to educational standards, linking the organizational stages with the formation of specific student competencies. The authors conclude not only about the effectiveness of such forms of educational communication, but also about the prospects of their use in the conditions of online education. Representation model of special events is universal and can be used not only in universities with such directions like “journalism”, “television”, “advertising and public relations”.