• N. Pipchenko Institute of International Relations, Taras Shevchenko National University of Kyiv.
  • M. Ryzhkov Institute of International Relations, Taras Shevchenko National University of Kyiv


The information impact of innovative technologies on the international system significantly changed the forms, methods and content of traditional diplomacy that it needs to be considered in the implementation of foreign policy activities because the preservation of the optimal balance between security and active foreign policy requires sufficient political, intellectual, technological, organisational and financial resources. In the paper, it was studied such trends of Ukraine’s public diplomacy as an image, investment, culture and media, as well as compared Ukraine’s position and the Eastern Partnership countries in the international rating indexes during 2013-2018/2019. The results show that there is a gap between the intentions and outcomes of governmental communication with the foreign audience but Ukraine’s position is better among the Eastern Partnership countries. The findings suggest that a conceptual program of public diplomacy should be developed in Ukraine for effective explanation state’s foreign policy initiatives to the global and domestic public. The paper draws conclusions about the main components of Ukraine’s public diplomacy strategy which can be an area for further research.
Key words: public diplomacy; foreign policy; European integration; Ukraine; Eastern Partnership countries.

1. Abshire, David M. (1976). International broadcasting: a new dimension of Western diplomacy. Beverly Hills: Sage Publications.
2. Про забезпечення масштабної експансії експорту товарів (робіт, послуг) українського походження шляхом страхування, гарантування та здешевлення кредитування експорту, Закон України: 2016, № 1792-VIII [Ensuring the expansion of Ukrainian goods and services exports by insurance, guarantee and export credit reduction, Act of Ukraine: 2016, № 1792-VIII], <>
Актуальні проблеми міжнародних відносин. Випуск 140. 2019. .
3. Archetti, C. (2012). The impact of new media on diplomatic practice: An evolutionary model of change. The Hague Journal of Diplomacy, 7 (2), 181–206. doi: 10.1163/187119112X625538
4. Brown, Katherine A., Shannon N. Green, and Jian “Jay” Wang. ‘Public Diplomacy and National Security in 2017’. Center for Strategic and International Studies, <>
5. ‘Country Brand Index’, Future Brand, <>
6. ‘Country RepTrak’, Reputation Institute, <> 7. Cull, Nicholas J. (2013). Public diplomacy: Seven lessons for its future from its past. Place Branding and Public Diplomacy, 6 (1), 11–17. doi: 10.1057/pb.2010.4
8. ‘Doing Business. Reforming to Create Jobs’. World Bank Group, <>
9. ‘Doing Business. Training for Reform’. World Bank Group, <>
10. ‘Global Competitiveness’. World Economic Forum, <>
11. International communication and the new diplomacy (1968). ed. Hoffman, Arthur S. Bloomington: Indiana University Press.
12. Jordan, Lisa Civil. ‘Society’s Role In Global Policymaking’. Global Policy Forum, <> 13. Manheim, Jarol B. (1994). Strategic public diplomacy and American foreign policy: the evolution of influence. New York: Oxford University Press.
14. ‘Основні результати діяльності публічної дипломатії МЗС 2017-2018’. МЗС, 2018 [Main results of the Ministry of Foreign Affairs of Ukraine in public diplomacy 2017-2018. MFA, 2018] <>
15. ‘Nation Brands. The annual report on the world’s most valuable nation brands’. Brand Finance, <>
16. ‘Nation Brands. The annual report on the world’s most valuable nation brands’. Brand Finance, <>
17. Nye, J. S. (2008). Public Diplomacy and Soft Power. The Annals of the American Academy of Political and Social Science, 616 (1), 94–109. doi: 10.1177/0002716207311699
18. Ozhevan, Mykola and Petriaiev, Oleksii (2015). Anti-Ukrainian disruptive propaganda under the auspices of the Moscow Patriarchate. Strategichni priorytety (Strategic Priorities), № 4 (37), 93-98
19. Почепцов, Г. ‘Нові медіа як засіб міжнародних інформаційних інтервенцій’ [New Media as a Means of International Information Interventions], <>
20. ‘Про Офіс з просування експорту’ [About the Export Promotion Office]. Прес-служба Міністерства економічного розвитку і торгівлі України, 2015 <>
21. Rawnsley, Gary D. (2016). Introduction to ‘International Broadcasting and Public Diplomacy in the 21st Century’. Media and Communication, Vol. 4, Iss. 2, 42-45. doi: 10.17645/mac.v4i2.641 22. Signitzer, Benno H. and Coombs, Timothy (1992). Public Relations and Public Diplomacy. Conceptual Convergences. Public Relations Review, 18 (2), 137-147. doi: 10.1016/0363-8111(92)90005-J
23. Tam, Lisa (2019). Interpersonal approaches to relationship building: diplomat as a human agent of public diplomacy. Place Branding and Public Diplomacy, Vol. 15, Iss. 2, 134–142. doi: 10.1057/s41254-018-0101-2
24. The Diplomatic Persuaders: New Role of the Mass Media in International Relations (1968). ed. Lee, John D. New York: John Wiley & Sons.
Actual problems of international relations. Release 140. 2019
25. ‘Worldwide Governance Indicators’. World Bank Group, <>
26. Зернецька, О. (2016). Роль комунікаційних мереж і практик у консолідації суспільства: висновки для України [The role of communication nets and communication practices in social consolidation: conclusions for Ukraine]. Економічний часопис-XXI, 161(9-10), 27-30. doi: 10.21003/ea.V161-06.

Author Biographies

N. Pipchenko, Institute of International Relations, Taras Shevchenko National University of Kyiv.

Doctor of Political Sciences, Associate Professor, Professor of the Chair of International Information, 

M. Ryzhkov, Institute of International Relations, Taras Shevchenko National University of Kyiv

Doctor of Political Sciences, Professor, Head of the Chair of International Information,