The article aims to introduce the phenomenon of public diplomacy,highlighting the key features of the concept. The author is looking into whypublic diplomacy is worth of the attention of academics, pointing out thereasons for considering public diplomacy a relevant and legitimate segmentof foreign policy - and not just a trendy phrase. The article presents a briefoverview of the development of public diplomacy so far, identifying themain reasons for public diplomacy being an important item on today'sforeign policy agenda. Seeking to clarify what public diplomacy is and whatits implications are, the author highlights some core features of publicdiplomacy and their temporal and thematic change. The article alsotouches upon the relationship between public diplomacy and propaganda,branding, international cultural relations and traditional diplomacy. Theauthor concludes with effective public diplomacy strategies andpreconditions for its further development.