The paper concerns the question of genre qualification of the texts used in both advertising and public relations. Possible application of speech genre theory and intentional approach to the speech studies in the sphere of applied communications is considered. The authors concentrate on revealing the specificity of text types and studying speech algorithms in order to describe the cognitive structure of a particular genre. Typical speech structures of case stories used in advertising and public relations are examined. The article shows how the algorithms of speech activity are used in the context of professional speech activity, and how various meanings that are important for the particular discourse are implemented with the help of these algorithms.