The Role of Public Diplomacy in Russia’s Contemporary Foreign Policy Strategy

Over the past decades, diplomacy has ceased to be a closed club of suited negotiators and has expanded beyond its boundaries, to social media, film festivals, and even gaming platforms. States no longer limit themselves to closed-door negotiations, seeking to influence not only politicians but also public opinion in other countries. In this spirit, public diplomacy has ceased to be a secondary tool and has become a full-fledged channel of foreign policy influence. This is particularly evident in Russia, where the struggle to maintain the country’s image abroad has become not just a matter of image but a matter of strategic sustainability. The relevance of this topic stems from the fact that international politics is increasingly becoming a competition for trust and sympathy. Amid sanctions pressure, information campaigns, and growing distrust of official communication channels, Russia is forced to seek new ways to convey its position—and public diplomacy is becoming one of the primary tools for this.