The latest academic research of editing in advertising and public relations proves that the principles of editorial analysis of journalistic text are transferred methodologically to applied communications. However, the main focus of the editor professiogram in the field of applied communications must be not the activity but the textual approach. The corporate editor does not work with professional journalists, so employee training becomes part of editorial management. In the syllabus of the discipline special attention should be paid to textual aspects (typology of marketing, advertising and public relations texts), which is important for structural and genre analysis aimed at identifying the nature of textual inferiority. It is also important to distinguish between the technological level of development of advertising or public relations text and editorial analysis of the final communication product.