FOREIGN POLICY FACTORS OF PUBLIC DIPLOMACY: COMPARATIVE CONTEXT OF CHANGES DURING 2013-2018

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.