Authors

Sergii Geraskov¹; Sophia Bannikova¹;  ¹ Igor Sikorsky Kyiv Polytechnic Institute, Ukraine

Discussion

In today’s global politics and economy, a country’s image is just as important as its natural resources or scientific and technological capabilities. Building a strong, positive brand is closely tied to shaping an external image through public diplomacy. But is an appropriate public diplomacy possible during wartime? This paper covers the ways and strategies of Ukraine’s public diplomacy after the Russian full-scale invasion. Embedded in the participative warfare theoretical framework, it sheds light on how public diplomacy may serve as a tool for building Ukraine’s resilience and enable civic response in terms of the foreign armed aggression. Based on the document and content analysis, the authors assess how effective has public diplomacy been as a way to promote positive image of Ukraine abroad. Implementation of public diplomacy tasks in several key areas (cultural, economic, academic, expert, sport, culinary and digital) is also considered.