The article highlights the issue of theoretical and methodological grounds of PR development. The author points out that in the circumstances of the forthcoming Parliamentary elections such expressions as “it’s just a usual PR”, “black PR”, “PR-ed themselves” become more and more frequently used in journalistic literature and political figures’ speeches. It proves the fact that people use the term “PR” without understanding the essence and philosophy of public relations. Such state of affairs exists due to a range of factors examined in the article. One of them, according to the author’s observations, is the lag of scientific elaborations, scientific theoretical generalizations of PR practice not only in Ukraine, but in the world in general.