The dissertation is carried out the theoretical justification for the organizational and functional implementation of public diplomacy in public administration of Ukraine and developed a number of practical offers and recommendations for its development.
It had been proposed and substantiated the scheme of institutional cooperation in the field of public diplomacy, built on the basis of a systematic approach taking into account the concept of “new public diplomacy” and features of the relationship between the subjects of public diplomacy and provides for the implementation of the general horizontal-vertical interaction of institutional and various state and non-state actors in the planning and implementation of public diplomacy. It is justified that the activities of all subjects of public diplomacy should be carried out on the basis of integrated and project approaches.
It has been improved and proposed the system of principles activity in the sphere of public diplomacy by generalizing the principles of public diplomacy and the principles of strategic communications, in particular, it was following: the unity of approaches in forming and implementing public diplomacy measures; prompt response to specific information requests from foreign audiences; use of systematic and project approaches in the implementation of public diplomacy;
involvement of non-state actors in public diplomacy; respect for cultural diversity; coordination and synchrony of plans, communication actions and narratives; qualified centralized management of public diplomacy; consistency of messages and narratives with the actions of public diplomacy subjects.
It was improved the classification of varieties (directions) of public diplomacy and their disclosed content, in particular, based on the analysis of power characteristics of their grouping by field (economic, cultural, sports, educ ational, scientific, military / military); method (electronic / network, digital, noosphere, virtual, media diplomacy, double diplomacy); subject (civil, popular, neo-political, multilateral, corporate, paradiplomatics); use (anti-crisis, preventive, image) interaction.
It had been proposed an additional component of strategic communications as one of the types of public diplomacy, it's - “public diplomacy in support of military action”. The using of this type of public diplomacy in public administration became possible after the war in Ukraine, which began in 2022.
