The article deals with the problem of the enhanced role of information element in international professional diplomatic activity. The author claims the process of interference of diplomacy and public communication as being one of the most actual in the context of other global processes such as globalization and building of information society. On the basis of existent phenomenon a state image which is correctly formed with the intention of state representation on the global stage plays an important role in international communication. The author suggests that current technologies of image creation are built on information and recognizes text as one of universal means of image formation. Claiming that diplomatic public speeches texts are binding on translation the author also defines a number of challenges that translators can be set.