Abstract
The article investigates the concept of trust as a factor for success in public diplomacy initiatives. It explores the field through the theoretical frame of persuasive communication. First, the evolution and connotations of the term trust are examined through a broad theoretical review. Subsequently, the applications and the meaning of the phenomenon in the field of public diplomacy are analyzed. The article probes into an academic debate which has been mostly neglected by the Bulgarian scientific community. It relates to increasing the effectiveness of diplomatic actions in the public sphere by strengthening the trust in the legitimate communicator. The presented theoretical perspectives can be relevant to researchers and practitioners alike.
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