Features and prospects of Russia's public diplomacy within the framework of BRICS in the context of modern challenges

Abstract

Public diplomacy and the policy of "soft power" are alternative tools to military force to infl uence and attract foreign audiences, as well as a way to strengthen the image of a state in the international arena, increase investment, tourism, economic and political cooperation. The article examines the forms and features of educational, cultural and scientifi c cooperation between Russia and the BRICS countries. The importance of the association in Russian foreign policy is noted, especially in the context of a changing world order and international instability. Nevertheless, its potential and resources are not being used properly, therefore, it is necessary to popularize the activities and projects implemented within the framework of the BRICS, as well as their institutional and organizational design. The conclusion says about the prospects and signifi cant opportunities of the association as one of the centers in the process of building a just and multipolar world.