In modern conditions there is the growing importance of industrial development. This gives a new impetus to the state industrial policy. One of its priorities is to conduct a reindustrialization. To be effective, reindustrialization requires special PR-campaigns. The success of these campaigns is determined by the effectiveness of the impact on the target audience. The authors, based on experimental studies, conducted an analysis of the perception of the concept "Russian industry." Its characteristics were identified. Differences in perception of the concept in various target audiences were shown. On the basis of the results obtained in the paper offers recommendations to improve the effectiveness of information support of industrial policy measures.