The article analyzes the problems of expansion of a poly-subject-ness of the communicative environment of PR in the context of globalization and permanent intensification of information flows. The author focuses primarily on the negative trends caused by the lack of professionalism of PR specialists, offers options that improve the efficiency of their operations. In particular, it is an example of how the history of the Chelyabinsk meteorite, used within a system of organized PR-company, helped the Associate Professor at Ural Federal University to get into the top 10 most important people in the world by the American magazine «Nature».