Abstract
The purpose of this article is to reveal the role of diplomatic institutions in forming the international image and finding the best ways to improve a favorable image of Kazakhstan abroad. We defined and analyzed the categorical conceptual framework, reviewed the key events of Kazakhstan's foreign policy, established its relationship with changing the image of Kazakhstan in the world, made an analysis of the image of Kazakhstan in the leading editions of the world press, reviewed the activities of the Kazakh Foreign Ministry to create a positive image of the country abroad. After analyzing the data, the results show that at this stage of history there is no coordinating body to create a favorable image of Kazakhstan abroad. As well no common modern Kazakh brands, which have guided of foreign policy. Analysis of the main events of foreign policy and the media coverage showed that the promise of peace-loving foreign policy is one of the basic conditions of a favorable image of the country in the international arena. We discuss that successful formation of a positive image of the country is not possible without the active, purposeful efforts of diplomatic bodies of the state.