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In the textbook PR-content and brand-practice formulas as tools of self-promotion in communicative sphere are considered, approaches to projecting and determining the effectiveness of PR-activities are proposed. The main idea of the textbook is the integration of PR-activity and PR-self-promotion in the design of self-promotion in the professional sphere through PR-content and brand-practice.The idea of the textbook is implemented through the technology of PR-management, which includes six aspects: 1.information-analytical aspect, 2.motivational-target aspect, 3.planning-prognostic aspect, 4.content-operational aspect, 5.control-evaluation aspect, 6.regulative-corrective aspect.The list of used literature presents the author's experience of implementing PR-communication in various spheres of communicative space.Educational and methodical manual is intended for teachers and students of universities and can be used in full when studying the course "Public relations" and partially when studying a separate topic (topics 1-15) or a separate problem of PR-content and brand-practice.