Abstract
In this paper we analyze the concept of public diplomacy in relation to the ideas of traditional diplomacy and propaganda, and examine the meaning of this notion in the context of the application of the concepts of soft, hard, and smart power of states. Also, the management of the communication process within the activities of public diplomacy is analyzed, as well as the issue of the relationship between the media and other communication channels and public diplomacy in the new digital communication ecosystem. Public diplomacy is rapidly turning to online communication channels and tools to reach the public in foreign countries. It is increasingly recognized that traditional methods and techniques of communicating with the public are losing importance and that the successful conduct of diplomatic activities increasingly implies direct interaction with target groups. This opens a new chapter in the development of the concept of public diplomacy, and the issues of interactivity and dialogue with new target groups is becoming increasingly important.
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