The article considers the phenomenon of personalization in marketing process and corresponding communications. It describes the ways of implementation of personal brand into corporate image and presents its algorithm.
The article raises the problem of the formation of professional competencies within the academic disciplines from the point of view of the authors of the professional standard for professional public relations.
The article reveals the current challenges to the Russian PR community. Based on the draft of professional standart the new dimensions of "PR strategy", "Crisis communications" and other terms are traced.
The higher school's campus is analysed in view of challenges of digitalization and MOOC. Multi-format networking and collaboration between universities and society provided by campus reconsidered from the place marketing approach. The key trends in campuses' evolution are traced regarding the current communications goals of the higher school.