The article deals with the problem of promoting the image of Russia and contains analysis of the Spanish image policy as one of successful examples. At present, Russia is not among the states with the most effective image-creation work. That’s why the article aims at identifying the causes of Russia's lag in this issue. The author seeks the proper ways to solve this problem. Based on a comparative analysis of the conceptual documents devoted to the promotion the image of Russia and Spain, the difference in the objectives, tasks and priorities of the two countries has been depicted. A research about the successful tools used for promoting the image in Spain as well as their analogues in Russia) has been carried out. The author comes to the conclusion that despite the existence of similar organizations in both countries their goals, methods and effectiveness are quite different. Economic and social achievements of Spain, in particular, the development of the tourism industry, confirm that competent work on a favorable image is of the utmost help to the country. Taking into account the Spanish outcomes in the area, recommendations for improving the effectiveness of Russia's image work have been made.