Keyword: «public relations»

Email marketing is one of the main tools that a PR and marketing professional should have. According to global research, email newsletters continue to be the leading sales and partnership channel for B2B companies. But it’s mainly targeted emails that show high conversion rates. You can reduce the time spent searching for information about counterparties when preparing targeted mailings using artificial intelligence technology, which is used in the PRAI service, which is currently being developed by Prai LLC.

This article examines the problem of forming professional competencies among students specializing in "Advertising and Public Relations" amid the transformation of higher education toward practice-oriented learning. The relevance of the study is determined by the need to bridge theoretical training with real-world market challenges. The university's own brand is proposed as a primary platform for skill development. Using Ryazan State University named after S.A. Yesenin (RSU) as a case study, the article analyzes opportunities for involving students in university brand promotion processes. It is revealed that the presence of a registered trademark, brand book, and diverse target audiences creates a unique environment for "participant observation" and the implementation of student projects. The study substantiates the effectiveness of a project-based approach that enables students to experience the full cycle of advertising management. Based on the research findings, the authors conclude that implementing a continuous model of student participation in university brand communications across all stages of education is essential to overcome the gap between academic knowledge and practical skills.