Political PR and its influence on electoral behavior in Armenia is one of the significant aspects of the study at the present stage. The importance of this direction is due to a number of components. Political PR is able to influence electoral behavior and is an important part of the political process. At the present stage, the political process is still connected with the problem of choosing the path and goal of the country’s development. This aspect makes it necessary to influence the political activity of citizens, directing it in a direction beneficial to political actors. The possibilities of regulating political activity and preferences of the electorate determine the promising search for the most effective means of advertising and PR in the political process, the introduction of innovations. In the Republic of Armenia, a significant part of the electorate continues to remain politically inert, especially in the regions. People have little interest in events related to competition in domestic politics, there is no awareness that it is political trends that shape the future, and therefore their choice is significant and important. Demonstrating superiority over competitors is the main tactic common in political advertising and PR. However, in recent years, new directions and trends have appeared in political PR, which are based on the influence on individual electoral groups, not just the promotion of a political subject, but also a change in the attitude of the electorate itself to its role in the political process. The political process itself becomes a significant problem, both within the framework of domestic and foreign policy. In many ways, they form the theory and practice of communications within the framework of political consulting, determine the tactics and strategies of PR. In this regard, the search for the most optimal and effective directions of political PR for Russian practice becomes a significant task, and therefore it is possible to determine the chosen research topic as relevant.