PUBLIC DIPLOMACY AS A MODERN TOOL OF STRATEGIC COMMUNICATION BETWEEN STATES

Abstract

The article is dedicated to the analysis of public diplomacy as a modern tool of strategic communication between states worldwide, ensuring effective interaction on the international stage. The study examines approaches to defining the concept, essence, tasks, priorities, and main directions of contemporary public diplomacy. Particular attention is paid to the role of public diplomacy in Ukraine, which is implemented within the framework of the state-level Strategy of Public Diplomacy of Ukraine. Key characteristics of Ukraine’s positioning on the international level are highlighted. It is emphasized that public diplomacy serves as a soft power tool and encompasses areas such as cultural, economic, expert, culinary, scientific-educational, sports, and digital diplomacy, among others. Special attention is given to the current challenges Ukraine faces amid the full-scale Russian aggression and the opportunities to leverage public diplomacy to strengthen international support, counter informational threats, and shape a positive image of the state. The article also highlights the role of public diplomacy in the process of creating Ukraine’s national brand. It covers initiatives such as the ceremonial event "Honorary Ambassador of Ukraine," which recognizes individuals and teams that make significant contributions to strengthening the country's international image and support through their expertise, influence, and professional knowledge. The study’s findings demonstrate that a strategic approach to the implementation of public diplomacy contributes to achieving the state’s long-term goals, such as economic development, integration into the global community, enhancement of competitiveness, attraction of foreign investments, realization of export potential, and expansion of cultural influence. The article also provides recommendations for improving Ukraine’s public diplomacy practices and identifies prospects for its further development in the context of globalization.