Abstract. Article "Documentary cinema as instrument of political and commercial PR: the Ukrainian and foreign experience" examines questions of application of documentary cinema as image-building instrument for events, different  communications. The author analyzes genres of documentary and compares them various directions of PR communications. The particular emphasis is placed on creation of positive image of Revolution of advantage on means of documentary cinema. Also in article experience of the leading world companies in the course of formation of a loyal pool of clients, creation of personal image of top managers of the company on means of documentary cinema is analyzed.

Key words: Public relations; cinema; documentary cinema; image; image-building for event; promotion; public opinion; communications; a cinema for political PR.