TO THE QUESTION ABOUT THE NATURE OF THE POLITICAL PR-COMMUNICATION
In today's political and scientific discourse the question of building up dialogue between the government and society on the basis of increasing openness and transparency in political decision-making is one of the most important. The authors refer to the analysis of the topic from the perspective of political possibilities of PR-technologies, claiming they have the potential to optimize the information component of the political process. The authors consistently considered political communication and political PR as processes, technology, and political features of the electoral PR-communications as an instrument of political communication. During the analysis, the authors reveal the specific features of all elements of political communication. Separately, the authors examine the electoral process and electoral PR-communication, which is associated with the widespread use of PR-technologies. The article highlights not only the peculiarities of the electoral PR-communications, but also an attempt to build the model PR-technologies. It is presented by the authors as a number of descending elements of PR-planning.