Changes in the socio-economic life of modern society require qualitative changes in the nature and content of labor, an increase in the level of socio-psychological mobility, and the competitiveness of specialists working in various fields of industrial and social activities. Vocational education is designed to meet the need for human resources in the economy and the social sphere. In the educational practice of Azerbaijan, the concept of "specialist" has long been interpreted as a graduate who has achieved knowledge and success as a result of mastering an educational program. In the context of this work, a librarian is considered a practical librarian who has a special education and is competent in the field of professional librarianship, regardless of the level of training (bachelor's, master's). Libraries occupy a large place among non-profit organizations involved in PR activities. Primarily because it has a wide structured network throughout the country. Also, the public trusts the sincerity of the activities of this institution as a non-profit enterprise. It is from this point of view that it is important to use PR technologies and methods of image formation in the process of training specialists. When organizing library and information activities, along with the promotion of existing products and enterprise capabilities by means of PR, such tasks as maintaining a reliable image are also solved. The training of highly qualified library and information specialists in this direction is accompanied by an increase in their demand in the labor market. The article analyzes the issues of training highly qualified specialists trained in the direction of library and information activities, as competent personnel in the field of PR and in the direction of image formation. Thoughts and research of experienced scientists on this topic; It is also important to study and analyze the experience of leading enterprises in the industry. We would like to draw the attention of industry experts to the concept proposed in the article.