In the context of widespread dissemination of information, the idea of modern diplomacy is changing. A new manifestation of diplomacy is "public diplomacy". Russia has created an expanded infrastructure of public diplomacy, which is conducted in different countries. "Public diplomacy" refers to policies on "soft power" and branding. The "Concept of the Foreign Policy of the Russian Federation" of 2016 sets out the interpretation of the concept of "soft power". It talks about the popularization of the Russian language and the increase of the Russian presence in the global cultural space, with special emphasis on the Russian media, which are designed to convey to the world community Russia's objective point of view on international processes. The "Concept of the Foreign Policy of the Russian Federation" dated March 31, 2023, identifies three important aspects related to the national branding of Russia. First, the strategic goals of the country's foreign policy are determined, an objective perception of Russia abroad is formed and its position in the global information and humanitarian spaces is strengthened. Secondly, Russia intends to rely on such resources as the Russian language, the Orthodox Church, native historical relations with border states, and the rich scientific and cultural heritage of Russia. Thirdly, it is stated that campaigns of Russophobia by unfriendly foreign states, falsification of history and incitement of hatred against Russia in the world. The Russian authorities see their special role in spreading truthful information abroad about the role and place of Russia in world history and the formation of a just world order. Public diplomacy and national branding are part of Russia's overall foreign policy vector.