The article examines the issues associated with the peculiarities of image strategies of leaders of systemic political parties in modern Russia. Particular attention is paid to the statement that elections play a crucial role in any modern state that calls its political regime democratic. The Russian Federation is among the democratic models of the state is the Russian Federation, which constitutionally enshrines electoral procedures for the election of power institutions. At the same time, it is justified that electoral processes can take place in countries with other political regimes, and most often occur in conditions of limited freedom, police pressure, threats to employees from the employer, fear of the population against repressive actions of the state, and so on. Holding elections in such conditions takes on a decorative nature and cannot be recognized as legitimate. The authors suggest that the realization of the possibility of determining popular will depends on many factors, the main of which are the high level of political culture of citizens and a strong civil society capable of protecting its rights. That is why the holding of free, competitive and regular elections is the most important aspect of the socio-political life of the population of democratic countries. They also describe specifics in proclamations of the political organizations leaders, the goals they set to solve issues in the country and society, the creation and manipulation of certain images forming socio-psychological conditions that can shape a certain information space and evoke an emotional response that encourages the voter to electoral action.