02.03.2026 · 8 min
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Advertising and PR: real work with content and brands from year one.
Want to work in the creative industry before you even leave university? We explain why the “Advertising and PR” specialty is not only about theory, but about real projects, teamwork and a path into the profession from your first year. We describe what studying is like, what your prospects are after graduation, and why people study here not for the diploma but to collect real cases and the chance to work in a field that values creativity, flexibility and the ability to keep in touch with an audience.
The “Journalism” specialty lets you choose the way you want to work with information. Some people prepare themselves for work in the media, writing texts, producing stories and doing investigative journalism. Others choose the “Advertising and Public Relations” program — here you are taught not to write news, but to build communication strategies for business, create advertising campaigns and work with brands, social media and PR. It is the other side of working with information — more applied, more creative and more business-oriented.
This is specialised education within journalism that trains future professionals in advertising and PR. The program gives you a deep understanding of how social communications work and how media, advertising and PR content is created. By the end of it, graduates can put their knowledge into practice — building effective communications and creating content that meets the needs of different audiences.
Studying on this program is not just lectures, it is a live immersion into the profession. There are classic lectures, interactive formats, multimedia presentations, seminars, practical classes and even lab sessions. The foundation is a student-centred approach: plenty of practice, teamwork, real assignments and case studies from year one.
You will study copywriting, marketing, SMM, visual communications, PR strategy, media planning and more. Theory matters, but skills matter most. You will prepare content for social media, work on communication campaigns and create your own media projects. And the result is not just a grade, but a real portfolio you are not afraid to take into the profession. And what do the students say about it?
Mariia Onyshchenko:
Studying on the “Advertising and Public Relations” program is genuinely enjoyable. The theory is presented in an interesting and clear way, the lecturers are open to dialogue and always ready to support you. I particularly value being able to do practical work as early as the second year — it helps you see how everything really works, try yourself in different roles and understand where you want to go next. This course is not only about knowledge, but about growth and self-confidence.
Sofiia Levytska:
Studying the “Advertising and Public Relations” specialty means constant momentum, up-to-date knowledge and real skills. While still studying, I worked on my own projects: I launched advertising campaigns, created communication strategies and wrote copy. Here you are taught not just to write and design, but to think strategically, understand your audience and generate ideas that can actually work. It is very motivating and it opens a lot of doors for the future.
Anna Nelson:
This specialty brought together everything I am interested in: working with texts, advertising, visuals, even political communications. The course really is varied, and that is very inspiring. Applying in 2022 was a difficult time, but now I can see that all the effort was worth it. Every day I do what I enjoy: I write, I film, I talk to experts — studying has become part of my active, interesting life. And this is only the beginning.
How do you get in, and is it hard?
Honestly — no. To enter the program you need NMT results and a motivation letter. No portfolio is required. Nobody expects you to know everything already — what matters is showing genuine interest in the field, an understanding of why you are choosing this particular specialty, and a willingness to learn through practice. If you know why you are here, it will certainly show in your own words.
About the community.
It is easy to find people here you can not only work on projects with, but also be friends with, joke with, discuss the news with and create together. That is exactly how the ideas are born that later become joint initiatives, freelance projects or even startups. It is an environment where you learn to be a professional — and stay yourself while you do it.
This material is part of the UA Creatives project, created by students of the Institute of Journalism at Taras Shevchenko National University of Kyiv.
More at: http://labs.journ.knu.ua/creatives
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