Формування засад публічної дипломатії України

Abstract

У статті проаналізовано процес формування інституційних засад системи публічної дипломатії України, розглянуто підхід до її формування та засадничі чинники практичної реалізації. Проаналізовано проблеми початкового періоду. Зазначено, що відсутність комплексного, стратегічного підходу до публічної дипломатії тривалий час гальмувала розвиток галузі й призвела до слабкості зовнішнього іміджу на початку російської агресії. Розглянуто процес прискореного формування системи публічної дипломатії в контексті війни Росії проти України і проблеми її функціонування нині.

The article contains the analysis of the process of forming the institutional foundations of the public diplomacy system of Ukraine, the factors that influenced its development, and the regulatory framework that created the preconditions for its formation. The Ukrainian approach to the implementation of public diplomacy is considered. It was found that the public diplomacy of Ukraine was formed as a stable and continuously operating state mechanism for the presentation of Ukraine abroad, the purpose of which is to create a positive image of the state in the world. The formation of the system of public diplomacy was based on 4 key factors: specialists, institutions, legislation, and budget. It was the lack of these components, as well as the lack of a comprehensive, strategic approach to public diplomacy, that for a long time hampered the development of the sphere and led to the weakness of the external image at the beginning of Russian aggression. In turn, the Russian aggression in 2014 and the hybrid war, a significant component of which was the information constituent, made us pay attention to the need to work on the purposeful formation of the state image and became a catalyst for the formation of systemic and institutional foundations of public diplomacy. Understanding the importance of public diplomacy as a component of strategic communications today contributed to the development of the direction. However, the number of problems so far remains unresolved and needs urgent response. Thus, the issues of budgeting the sphere of public diplomacy remain relevant; there is not always a clear coordination of the actions of diplomats and a significant part of the public sector; there is no system of powerful foreign broadcasting, necessary to work with foreign audiences; there are problems of lack of professional personnel; developments require new forms and methods of practical implementation of the tasks; there is a lack of quality content and skills in the field; there is no extensive system of institutional representation - only one German representation is currently functioning at the Ukrainian Institute; it is necessary to develop mechanisms for attracting funds of financial investors to implement public diplomacy projects.