“Russia is like a magnifying glass. Everything that seems normal in the West, when it comes to us, due to our energy unbridled by frame thinking, swells and takes on such funny forms that sometimes it seems as if you are living not in a country, but in a funhouse.” And so that the room of laughter does not suddenly turn into a room of fear or Ward No. 6, we must not forget for a second where we are. The satirical writer Mikhail Zadornov has been successfully reminding us of this in his books and speeches for many years, and life never tires of throwing up material for new thoughts, observations and nutcases. For example, PR technologies. This universal weapon of Western civilization did not appear in the 20th century, but much earlier - it was widely used by the Roman emperors, with its help Odysseus became famous as a romantic hero, the Vikings promoted Rurik. But “PR during the plague, or who should live in Rus'?” not only about this, but about talent and mediocrity, about high light and high darkness, about beauty standards, book popcorn and political correctness, about the most fashionable Russian cinema and the Hollywood formula for success, about what Western PR people will never be able to calculate on their computers: about Russian ingenuity and fortitude.