In the article the sources of the Russian Federation soft power unefficiency (comparing to the other poles of the modern world) are analysed. In the research both objective external reasons like the unstable nature of the modern international affairs, the changing of the world order, the intensification of global menaces, and inner ones, which refer exclusively to the Russian Federation as an actor of the world policy - traditionally sceptical regard on soft power instruments, the sickness of its basic components - the attractiveness of the political regime and of the political ideology, the image of foreign policy. The elaboration of mid-term development strategies and standart algorithms for local internatonal crises resolve, the restruction of the national academic discours, the frame refresh in the Russian foreign policy institutions, the intensify of the civil society work by increasing its initiativeness are proposed as the ways of solving the problem.