The paper describes the history of the formation of the specialty “Advertising and PR” and the author’s vision of hidden conflict between modern requirements to the set of professional knowledge of young professionals in the field of advertising and public relations, and the content of the main learning outcomes in the form of a set of professional competences, which will have bachelors enrolled in 2019 entering the labor market in foreseeable future The logic of the article: the first part examines the history of the formation of the specialty and describes the transformation of the main requirements for the education of the graduate, separately describes the specifics of the current level of development of the bachelor’s degree (specialty); the second part provides an analytical overview of the needs of the modern professional sphere of advertising and public relations; the last part of the article represents the analysis of the competence models of bachelor’s training offered by Russian federal universities in the field of educational services, from the point of view of meeting the expectations of the professional environment.