The following conclusions can be drawn from the theoretical analysis and the results of the expert survey. Firstly, it is substantiated that social marketing is an effective mechanism for public administration of social organizations in Ukraine, and that public relations and social advertising are the leading technologies. Secondly, it is determined that the leading task of public relations in public administration is to develop concepts of social advertising and the formation of a positive image of the social service through information and advertising campaign on social services. Thirdly, it has been found that the more effective means of advertising the activities of social organizations are: TV and radio advertising; placement of articles in specialized (local printed) editions; booklets, memos, other handouts, and the main issues that should be covered in social advertising are: addiction, socio-economic problems, medical problems, problems of vulnerable sections of the population.

Theoretical and practical bases for forming professional competencies of higher education training applicants through participation in volunteering. It is indicated that the process of professional training in the higher education establishments should be aimed at the formation of a competitive specialist, taking into account the needs of employers and the realities of today.  Volunteering is presented as an important resource for development and education of the specialists of different specialties because from the one hand volunteering allows to get general competencies and from the other hand it allows to gain the necessary experience in the future professional activities even during training process. The wide use of volunteering as a trend of educational work in higher education institutions will contribute to the formation of a coherent and harmonious personality and professional. The experience of usage of volunteering as a field of educational work in higher education institution on the example of the State Technical University “Azov State Technical University” is analyzed. The use of a new tool in the educational process - the diary of volunteer practice - is analyzed. The results of the conducted sociological research - through the method of interviewing of the applicants of higher education - according to the effectiveness of the organization of volunteer practice are presented. Volunteering can increase students' motivation to learn vocationally-oriented disciplines, but under the conditions of properly organized and controlled process of volunteeing. Therefore, higher education institutions need to develop and implement new forms of work that will be perceived and performed by the students. This will enhance the competitiveness of professionals in the labor market.

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Youth is the future of our country. Therefore, it is important to create conditions for increasing the competitiveness of young professionals in the labor market. To do this, it is necessary to change the model of professional orientation of pupils in accordance with their abilities and needs of the labor market, to make it systemic and effective; as well as to coordinate the market of educational services and the labor market of a specific region, to create a developed motivational system in institutions of higher and secondary education focused on continuous education and self-improvement of a person throughout life, formation of social and professional subjectivity in student and student youth, active attitude to to himself, to his life and to the future profession. An important problem is the formation of professional self-determination in the young person himself, adequate, on the one hand, to the conditions of the regional market of educational services and the labor market, on the other - the abilities, needs and interests of the student himself. It is the active life position and the reality of requests for a future profession for students that will increase their competitiveness in the labor market. In connection with this, requirements for subjects that provide professional orientation among students of general education schools are changing, in relation to the goals, objectives and methods of this work.Professional self-determination is considered as a process of conscious and active search of a person by his place in the world of professions, developing his personal attitude to certain professions, and the choice of possible future professional activities.Professional self-determination for students is related to the orientation in the world of professions, an understanding of their own physical, mental and social capabilities, the formation of adequate, realistic professional intentions that fit the existing abilities, knowledge, skills, etc. This is the formation of his future professional image by analyzing his personality, available resources, general life self-determination of the individual, etc. It should be noted that the process of professional self-determination is rather complex and its effectiveness determines a set of objective and subjective factors.The ability to personal and professional self-determination arises and is formed when studying in higher education institutions. Professional self-determination begins with the design of the first idea of your future profession and the formation of the first professional intentions.Understanding the importance of the problem of professional self-determination of students, the Mariupol City Employment Center, together with the Department of Sociology and Social Work of the Priazovsky State Technical University, in February-March 2018 conducted a joint sociological study among students of secondary schools. Only 54% of students know which professions are most suitable for them in accordance with abilities, inclinations, types of temperament, thinking. But most students will choose a future profession that can provide them with high wages in the future. Many graduates are attracted by the prospect of opening their own businesses and going abroad.Thus, it is necessary to change the system of interaction of universities and secondary schools in the direction of effective professional orientation and involving students in the world of professions through socially useful activities. The task of subjects of professional orientation should be the formation of the necessary competences and socially significant qualities for pupils’ youth in order to increase their socio-professional subjectivity and acquaintance with the world of the profession through a system of trainings, mentoring, professional excursions and volunteering. It is then that real professional self-determination of students in the world of the profession, in accordance with their available resources and conditions of the modern labor market, will become possible.

The article analyses sociological data collected on wartime ways and routes among civilian Mariupolites between 24 February and 30 June 2022. The gathered narratives from Mariupol civilians during the war in order to reproduce the chronology of events, document the wartime experience, and spread awareness of the problems faced by the people of Mariupol during their time in the besieged and later occupied city, during evacuation, and when searching for a new place of residence (interviews and electronic diaries). In total, more than 300 life narratives were analysed. The analysis made it possible to draw up a chronology of events in Mariupol during the war up until 30 June 2022, and to describe the experience of the first days of war before the complete siege of the city and during the blockade before evacuation, as well as under occupation. The peculiarities of public shelters and daily life during active hostilities and the complete blockade of the city were studied. In addition the study revealed the specific experience of the elderly and the disabled. Conflict situations that arose between Mariupol residents during hostilities and the occupation were also analysed, as were several life paths following the complete seizure and occupation of the city. Social types of experience were distinguished by availability of evacuation, its time in relation to the war, experiences during evacuation, and place of residence at the time of the survey.