Comparative analysis of journalists', advertisers' and PR-specialists' axiological notions

The article analyses the similarities and differences of axiological notions of three related professions: journalism, advertisement, public relations. It was found out that in spite of talks about their merging, the notions about the product of work are different. At the same time the notions about desired and undesired professional behaviour are found to be similar. The author also identifies the duplication of the same goal by journalists and PR-specialists - participation in social managing.