PUBLIC DIPLOMACY IN THE INTERNATIONAL COMMUNICATION SYSTEM

Abstract

The article examines the role of public diplomacy in the system of International Communication as a modern instrument of soft power for sharing and maintaining a state’s reputation, expressing its positions, and implementing foreign policy. The essence of public diplomacy as a technology of representing interests, a long-term instrument, and a new form of interstate communication is examined. The main types of public diplomacy have been outlined. The differences between public and traditional diplomacy have been emphasized. It is noted that the Global Soft Power Index serves as a comprehensive tool for quantifying a country’s soft power, assessing public perceptions of nations based on the following criteria such as visibility, reputation, and influence. The top 10 countries in the Global Soft Power Index 2026 are reviewed. It is noted that the United States, China, Japan, and the United Kingdom remain in the lead, simultaneously demonstrating divergent dynamics. A correlation has been identified between the “soft power” index score and countries’ recognition, as well as the “soft power” index score and countries’ reputation in 2026. It has been concluded that public diplomacy, which is organized systematically, can compensate even a shortage of traditional reputation.