The inevitable processes of globalization, the fast development of information technologies and new global structures have influenced the complexity and diversity of diplomacy tasks. Thus, in order to perceive the actor status, activity, interests and tendencies of the international system, it is not enough to analyse only the political, economic or demographic characteristics of the state. A significant role refers to the state image in the world and the way it is perceived by the foreign public. In this context, public diplomacy has played an important role in the past years and has become more effective in managing inter-state relations. The ineffective strategies and techniques in promoting of country image on international arena, poor access to international funds and lack of experience in implementing international projects in partnership with other states are the main obstacles to achieve effective public diplomacy. At the same time, the subject refers to cooperation between the governing bodies and the civil society in the implementation of international projects, analysing the case of Republic of Moldova.