THE ELEMENTS OF PUBLIC DIPLOMACY IN COMMUNITY POLICY

Abstract

The publication analyzes the essence of the term «public diplomacy» as a tool for creating a positive image of the country. The development of terminology, components of the technology of public diplomacy in the works of foreign and domestic researchers is also reviewed. It is defined that at the level of development of public relations, on the basis of joint activities of public associations with associations of other countries, im- plementation of image, cultural, economic, information projects the policy of certain territorial communities can serve as an example of realization of certain components of public diplomacy in Ukraine. The article reveals the essence of the main directions of public diplomacy, in particular cultural, economic, sports, culinary ones, and also gives examples of opportunities for their use at the community level. It is observed that the country's reputation can be formed and is formed not only by foreign diplomatic missions, the Ministry of Foreign Affairs of Ukraine, but also by other subjects of public diplomacy, including those at the level of com- munication of territorial communities with foreign partners through participation in international projects, exchange of experience together with the communica- tion around the implementation of joint commitments, etc. Based on the examples, the thesis was consistently revealed that all areas of pub- lic diplomacy can be used in the policy of territorial communities and provide Ukraine with recognition among foreign audiences, perception of Ukraine as an independent state with developed territories. In general, the article attempts to consider and comprehend the use of public diplomacy by territorial communities, in particular economic, cultural, sports, culinary diplomacy in the system of formation of external relations of Ukraine.