This article deals with the PR-technologies of image construction for political leaders in Russia. The paper is focused on the images of two young politicians: A. Navalny and V. Milonov. The authors compare PR-technologies, which are used by those politicians. Also the perception of constructed images among young voters is studied. The paper presents the results of a survey conducted among the students of four universities in St. Petersburg in the winter of 2011-2012. Based on these results it is concluded that there are the inconsistencies of semantic characteristics and general weakness of the Milonov’s image against the solid and positive image of A. Navalny.