В статье описываются содержание и принципы эффективной информационной кампании инициативного бюджетирования. Представлены теоретические подходы и практические аспекты его применения. Приведены результаты анализа упоминаний об инициативном бюджетировании в 2014-2016 гг. в российских СМИ. Авторы выявляют ключевые информационные поводы, повлиявшие на динамику информационного освещения программ инициативного бюджетирования, описывают закономерности информационного сопровождения и факторы успешной информационной кампании инициативного бюджетирования в субъектах РФ.The article describes the content and principles of effective information campaign of initiative budgeting. The practice of participation of citizens in territorial development is widely known around the world. Participatory budgeting technology has been proving its effectiveness in Russia for the last 10 years. Over the years, the experience of initiative budgeting has appeared in more than ten Russian regions. The article presents the theoretical approaches and practical aspects of the implementation of information campaigns in the most of these regions. The results of the study based on an analysis of references to initiative budgeting of 2014-2016 are put forward in the Russian media. The authors identified key information causes that influenced the dynamics of media coverage of initiative budgeting programs. The article submissions are highly relevant in conducting information campaigns and the further development of initiative budgeting in different constituent entities and at the federal level as a whole. The relevance of this study is also determined by the fact that the information campaign itself as an integral part of management technologies rarely becomes the object of research.