Summary/Abstract: The bitter political struggle at the beginning of 20th century around the Balkan involved the great powers, as members of the political and military alliances, together with the countries and peoples of the region. Breathtaking spread of information around the world, mass increase in activity, the significance of the public opinion in the foreign policy’ field motivated the rivals looking for a new approaches to influence the situation. Central Powers, one of the parties in this confrontation, actively combined traditional diplomatic pressure and use of force with the tools of cultural penetration. In response of the Austro-German expansion, Russian Empire began to develop fresh public technologies became one of the important foundation of supporting the Balkan peoples in their struggle for national liberation and independence. Despite its all ideological differences and internal conflicts Russian public diplomacy influenced political thinking and policy-forming in the Balkan partner countries during the pre-war period. Consolidation of non-governmental relations won support and sympathy between the societies and ruling elites circles both in Russia and the Balkans states and played an important role in their foreign policy on the eve of the First World War.
