Right now public diplomacy as a tool of “soft power” of Russia becomes a strategic communication with the use of machinery of political marketing. In essence, political marketing serves as the intellectual forms of communication, which is implemented in politics. Up to date the main focus of researchers and practitioners has been done on political marketing and strategic communication in the context of democracy of the Western type. Nowadays there is an expanding of amount of concepts. Despite of some successes, the public diplomacy of Russia is still quite weak.