Media diplomacy in public administration: analysis of the effectiveness of Ukrainian national branding

Abstract

Since 1991, the Ukrainian authorities have repeatedly changed the vector of the country's development depending on the views and intentions of the ruling politicians, which has led to negative consequences for the development of all spheres of activity of Ukrainians. One of these consequences is a decrease in the country's authority in the world community. Among the threats facing our state on the way to protection of national interests and national security, the most vulnerable link was the information sphere. It should be noted that the issue of coordinated and proper use of communication opportunities at all levels of public policy – public diplomacy, public relations, military relations, information and psychological operations, measures aimed at promoting the goals of the state has always been acute. Public diplomacy is the realization of the soft power of the country in the international arena, the promotion of the interests of the state in the world by mobilizing the support of the foreign community. This support is achieved by stimulating the desire of the foreign community to consume the ideals of democracy, good governance, integrity, prosperity, security, success and unlimited opportunities for human development. Public diplomacy is one of the components of strategic communications, which has a key task – the formation of the image of the state and its institutions at the international level, the consolidation of important brands in the global information space. The development of state branding should be based primarily on the formation of the state/institutional narrative and broadcast to different target audiences. Thus, public diplomacy involves the formation of the image of all institutional components of the state. The success of economic growth and the dynamic development of relations with other countries largely depends on how the country's brand is formed and promoted in the domestic and global markets. Creating a positive image of the country should be the subject of special attention of the Government and any composition of the Supreme Rada of Ukraine. The most effective tool of public diplomacy is the media and social networks, which, as mass media, should work to promote national ideas among the population of the country and outside Ukraine.