In the article, public diplomacy is seen as a set of actions committed by official and unofficial organs of the state, to achieve foreign policy goals through the dissemination of information (disinformation) or create the necessary impact on the ruling circles and the public in foreign countries. According to the authors, public diplomacy has become an integral part of network-centric hybrid war, in which the role of the information against the enemy becomes decisive. At the beginning of the XXI century media, including network, it has become the most important policy tools with which you can achieve the most important goals that were decided before the other (economic, military, financial) policy instruments. Such a sharp increase in the values of the media, as well as a qualitative change in their role in the policy of the XXI century is primarily the result of two processes, the further development of which will be an even greater extent to enhance the value and role of media in politics States - a sharp increase in the value of man, its capacity, firstly, and the technological revolution in the field of science, and second.