Public and cultural diplomacy are concepts of foreign policies of almost all modern states. As concepts and practices they were especially important during the Cold War, albeit in diplomatic practice there have been some tendencies of communication for international relations and creating a foreign public perception, since the very beginning of the diplomacy. Due to the sophisticated modus operandi and unsuspected results in the creation of permanent partnership-friendly relations with foreign countries, this segment of diplomacy is known as a soft power in diplomatic practice. From the most prominent actors on the global political map to the world?s most prestigious universities, public and cultural diplomacy become attractive and challenging objects of interest. In our region, despite the examples of good diplomatic practice, debates and exchange of experiences on these issues are very rare.