The article is devoted to the analysis of the specifics of PR support for the "third mission" of the university. The paper considers the forms and methods of PR-support, outlines the prospects for the development of this direction of PR. Also, the generally accepted models of building public relations as basic for the implementation of PR-support for the activities of universities are also characterized. Highlighting internal (university staff, students, internal units) and external (with stakeholders at different levels) communications of modern universities, the importance of distinguishing external and internal PR tools for building communication is shown. Special emphasis is placed on characterizing the prospects for the development of PR support for the socially significant activity of universities, their involvement in the activities of communities of different levels.