Abstract: The subject of this research is the prospects of development of public relations branch in Russia, and the specificity of training of PR specialists in the Russian universities. The article examines the key trends in PR sphere, peculiarities of work of the public relations specialists, as well as the demands placed on Advertising and Public Relations graduates. The authors point at the main problems experienced by the young public relations specialists at the job market, ways for their overcoming and improvement of educational process in the Russian universities. A detailed analysis of the public relations market in Russia is conducted. The scientific novelty lies in comprehensive implementation of the methods of systemic and comparative analysis towards examining the Russian PR industry, as well as in the attempt to formulate the key approaches towards the work with PR students in preparation of bachelors. The main conclusions of the article are associated with understanding of the current status of PR technologies in Russia and suggestions on improving educational process in the universities that prepare public relations specialists.

Keywords: social media, creative, media, case-study, target audience, public relations, PR-specialist, communication, content, blog

Abstract: The subject of this article is the public-private partnership in the sphere of higher education as a specific GR-technology. The authors pay particular attention to the study of communication mechanisms that ensure the productive interaction between businesses and government authorities. The work carefully examines the new communication mechanisms of such technology, as well as specificities of its application in the system of the Russian and foreign higher education. Analysis of the subject of research confirms that the public-private projects manifest as the most efficient platforms for the open dialogue between business and government for resolution of the issues of higher education in the Russian Federation. The author made the following conclusions: 1) public-private partnership is the GR-technology, which manifests in application of specific methods of interaction between business and government to address the social issues; 2) examination of the communication mechanisms of public-private partnership as a GR-technology defined its efficient forms: alumni association ,endowment funds, fundraising, and public-private projects; 3) the case-study method allowed identifying the public-private projects within the system of higher education as the most effective mechanism for GR-activity in the Russian Federation

Keywords: Alumni Association, endowment fund, case-study, higher education, universities, GR- technology, Public-private partnerships, academic fundraising, GR-management, project