The author analyzes the role of cultural events in the public diplomacy. In the age of ubiquitous digitalization and the influence of Web-resources on the human consciousness, public relations (PR) tools have become an integral part of the foreign policy of all developed states. We can see the convergence of instruments of influence on the audience and conclude that there is an essential relationship between the methods of public diplomacy aimed at attracting the attention of a foreign audience with public relations instruments. In fact, there are a full-fledged instrument of public diplomacy, PR is increasingly associated precisely with the possibility of influencing the audience through the Internet and other Web resources. At the same time, the evaluation of the effectiveness of “classical” cultural events that can have an equally strong impact on the audience as well as state propaganda through digital channels of public diplomacy is pushed to the background. Author analyzed the theoretical and practical aspects of this issue and concluded about the effectiveness of using PR events held to reach a foreign audience as an opportunity to improve the international image of the state.