The diplomacy today in the conditions of the globalized world endures maybe the most revolutionary transformation. Global communication media, on the one hand, made foreign policy activity of the state more transparent, and from the other -provided a technological capability of a direct interaction with foreign audiences. Besides, all the more attention of the society is paid to the state activity on the international scene. The system of taking political decisions, having passed away from the model of complete concentration in the hands of top men and hiding from the others, through "The Public Has to Know Everything" model within which the government of the country had to report somehow on its activity, to the model according to which the social opinion is formed in advance, before certain steps to be taken. The globalization of communications pushed forward a critical requirement of working not only with "one's own", internal public, but also with the international audience. Today the favourable attitude of the foreign community is one of key factors which have direct impact on success of foreign policy events of the state. As it was noticed in 1983 by the ambassador of the USA in Germany of that time, the native of Ukraine Arthur Frank Burns, "The achievement… of true understanding between any two governments depends fundamentally on the kind of relationship that exists between the peoples, rather than on the foreign ministers and ambassadors" (The Human Side of German-American..., 2003).The British researcher of the contemporary international relations problems Rhiannon Vickers (2004) defined six technological, economic, political, and social changes and challenges the diplomacy faced in the 21 st century. First, economic, financial, and information globalisation have produced increasingly porous state boundaries. Second is the "information revolution", the development and rapid expansion of information and communication technologies such as computer processing, digitilisation, the Internet, direct broadcast satellites, and cable systems, resulting in a sharp reduction in the costs and a massive increase in the capabilities of international communications, and an increased ability to share and to access information. Third is the use of these technologies by the media, the proliferation of media outlets and demand for instant news with a 24-hour news cycle, and the internationalisation of the mass media. Fourth is the increasing ability of citizens and non-governmental organisations (NGOs), from transnational pressure groups to transnational terrorist organisations, to access and use these information and communications technologies, and the increased ability to share information with like-minded citizens and groups. Fifth is the development of increasingly critical citizens in democratic states, who are more politically assertive a) as individuals, and b) through NGOs and transnational advocacy or issue networks, resulting in an increased need to gain popular support for policy. Sixth, the development of