Abstract: This article suggests examining the definition of PR-communication as the area of knowledge and sphere of activity in the political process. The role of communication approach in managing social relations by the government agencies is the key subject of this research. The author raises the issue of particular need of the state executive authority in the new forms and methods of interaction with the modern society. Trend towards the increase in demand regarding the answerability and transparency of the state apparatus in our county, in the author’s opinion, actualizes the application of communicative technologies in the work of PR-structures of the agencies of government administration. The research underlines the necessity in establishment of the bilateral model of political communication, the goal of which will become the search of compromises and strive for the achievement of social consensus. The author put PR-communication into direct dependence with the characteristics of viability of the government apparatus. The presence of communicative space between the authority and the citizens as a platform for legal confrontation of the interests and discussion between the parties will allow launching the process of quality reorganization of the system of social management.