UDC 378.046.4

Chinyakov D.S.¹ (Ryazan, Russian Federation) – sergeichinyakov@mail.ru; Petrenko A.A.¹ (Ryazan, Russian Federation) – a.petrenko1@yandex.ru

¹Ryazan State University named after S.A. Esenin

Abstract. The issue of forming value orientations among future advertising and public relations specialists is becoming increasingly relevant under the conditions of digital communication, algorithmic advertising, growing volumes of user-generated content, and the intensification of misinformation risks. The purpose of the article is to theoretically substantiate this relevance and to define the content structure of value orientations required for responsible professional activity in advertising and public relations. The methodological basis of the study includes axiological, competence-based, systemic, and activity-oriented approaches; the article applies theoretical analysis of academic literature, comparative generalization, modelling, and expert-logical interpretation of professional risks. The results may be applied in designing higher education programs, courses on professional ethics, media literacy, brand communication, public relations, and advertising technologies. The novelty of the study lies in proposing a value-competence model that links professional values with specific communicative actions of students: fact-checking, transparency of communication, respect for audiences, responsible data use, and socially oriented message design. The article concludes that value orientations cannot be formed only through the transmission of professional norms and codes. They require students’ involvement in real case analysis, social projects, reflective tasks, and practices of public accountability. Effective training of future specialists presupposes the integration of the value component into all professional modules rather than its limitation to a separate ethics course.

Keywords: value orientations, advertising, public relations, media literacy, professional ethics, digital communication, social responsibility, higher education, forming, componets.

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For citation: Chinyakov, D. S., & Petrenko, A. A. (2026). The relevance of forming value orientations of future advertising and public relations specialists. CITISE, 3, 169-182. (In Russian).