The article covers participation by museums in the realization of public diplomacy. The case is illustrated with the recent years' activity of the State Hermitage Museum and the Russian Museum. International activities including exhibitions, branch museums and other relevant projects are analyzed with the reference to annual reports and mass media publications. The characteristics of the public images promoted by both institutions are specified. The conclusion is drawn about corresponding interests of museums and the city or the country as a whole in the field of public diplomacy, as well as about the value of these institutions' experience while designing general strategies.