The scientific objective of the study was to show the markers of institutional communication, that express themselves in discourse shifting from the frame “information” to the frame “PR” in the news of regional TV channels. The study was conducted on the materials of the plots about construction in the news programs of four Crimea state TV channels. The analysis sampled and systematized the semantic and lexical markers of institutional communication. The article defines the dominancy of the texts with PR in the TV news plots about construction in Crimea, revealed the insecurity of this phenomenon for the journalist’s professional tasks. Such approach proposed in the article was applied for the first time. In studying the methods of researching were: discourse-analysis, content-analysis, systematization, synthesis. The study concluded the non-consent of the dramatic contradiction between the journalism and PR in the regional news programs for today.