Russian organizations often misplace the importance of open and publiccommunication in their PR practices and simply focus on the spread of only positive information. Other researchers, such asSlepenkova and Gorchakov (2009), see the biggest difficulties in building an integrated communication strategy in Russia asnot having enough resources to implement such a project along with incorrect audience targeting. Slepenkova and Gorchakov(2009) claim that Russian companies in the conditions of world financial crisis need to improve their communication channelswith consumers, which could be done through the establishment of integrated communication strategies. However, it is alsopossible that intuitive propaganda practices have also influenced the development vector of integrated communication inRussia since the technology of virtual reality, which is a large part of integrated communication nowadays, has been used inpolitical communication since the Cold War (Evstsafyev, 2013). In order to understand the essence and development vectorsof integrated communication in Russia both as a managerial practice and as a social phenomenon we conducted in-depthinterviews with five of the top-managers in the Russian communications market and used this data to draw conclusions onthe present state of integrated communications in Russi