The article describes the emergence of new strong social processes arising from the mechanism of globalization of public relations in public diplomacy and territorial branding. It provides for the emergence of the theory of territorial marketing, which became the basis for the creation of territorial brands. In particular, the importance of territorial branding is emphasized, which is part of the systems involved in solving the global problem of modern public diplomacy and international public relations in general. At the same time, for the formation of public diplomacy, management and reform of the social, economic and cultural needs of the population through the creation of key state institutions, taking into account national interests, important geopolitical goals, such as the demarcation of state borders, only through negotiations. to do.