Since February 2021, ADA University has partnered with MEDIA Development Agency to offer trainings that combine practice and experience with theoretical and applied knowledge in a media and communication field. These trainings, in cooperation with international experts, aim to promote the media industry in Azerbaijan by offering hands on approach to deliver content with high standards. Through customized programs for various tiers of the industry IDD contributes to building capacity for media institutions and professionals through innovative solutions Reflecting on historic media transformation that poses unprecedented challenges for decision-makers, our sessions analyze disrupted, overwhelming and polarized media environment and  outline the importance of reaching audience with accurate and clear messages to counter mis- and disinformation challenges. Programs focus on managing communications within a particular market or general public to ensure accountability and exposure, improve overall image, pro-actively build content and communicate with impact to move audience to action. For public relations associates they help to identify and pitch newsworthy stories, select appropriate media outlets to collaborate, work in an ethical way both as a PR person and active citizen.