The article is devoted to the problems of forming the image of the new integration organization – the Eurasian Economic Union (EEU). The purpose of this article is to investigate the factors affecting the attractiveness of Eurasian integration and the formation of a positive image for the EEU. International organizations and institutions are considered from the point of view of neo-institutionalism, as important elements of the process of modernization of the state and public life. For the evaluation of image formation of integration organizations the author used risk analysis which allows a better understanding of the specific risks of ‘elements' that constitute the image of integration ideology, namely, the member-states, leaders and public diplomacy (as a tool of the image formation). The author concludes that the current image of the EEU is paradoxical and rather negative; it is for this reason that a concerted effort must be made to improve it. The most significant risks to image are: an ideologically un