PUBLIC DIPLOMACY AS A TECHNOLOGY OF THE FOREIGN POLICY OF UKRAINE

Abstract

The article is devoted to consideration of the specifics of public diplomacy in Ukraine, including during the war. This made it possible to single out approaches and main principles that will increase the country’s security and attractiveness on the international stage. By applying a technological approach, the types of development and different approaches to the study of public diplomacy in Ukraine and the world were analyzed, the specifics of public diplomacy in modern Ukraine were characterized, and effective technologies of public diplomacy were determined in the conditions of the transition from two-vector to European integration. The scientific novelty consists in the review of public diplomacy technologies in the context of solving key challenges in international relations, in particular in the context of geopolitical changes and the full-scale invasion of the occupiers in Ukraine. The effectiveness of public diplomacy and its role in maintaining and improving attitudes towards the country, attracting international support and developing partnership relations have been studied. Thus, the study expands the understanding of public diplomacy as a tool that can be used to positively influence international politics. The main attention is paid to the study of the tools of public diplomacy, as effective mechanisms for the development of Ukraine’s foreign policy. The conducted research proves the need to strengthen the efforts of all actors of international relations, citizens, opinion leaders and representatives of organizations to improve the image of Ukraine, as well as its economic, social, political and cultural enrichment. It is proposed to create a public institution for cyber security, which will assist law enforcement officers from the Cyber Police and representatives of the Ministry of Digital Policy. Strategic areas of activity and effective use of public diplomacy in Ukraine during the great war and changes in the vector of development in international relations were formed. The fakes can be used by the authorities to improve the image of the state and its recognition in the international arena.