Роль PR-мероприятий в публичной дипломатии (на примере празднования Дня Швеции в России)

Translated title of the contribution: THE ROLE OF PR-EVENTS IN THE PUBLIC DIPLOMACY (ON THE EXAMPLE OF THE DAY OF SWEDEN IN RUSSIA CELEBRATION)

Research output: Contribution to journalArticlepeer-review

Abstract

The author analyzes the role of cultural events in the public diplomacy. In the age of ubiquitous digitalization and the influence of Web-resources on the human consciousness, public relations (PR) tools have become an integral part of the foreign policy of all developed states. We can see the convergence of instruments of influence on the audience and conclude that there is an essential relationship between the methods of public diplomacy aimed at attracting the attention of a foreign audience with public relations instruments. In fact, there are a full-fledged instrument of public diplomacy, PR is increasingly associated precisely with the possibility of influencing the audience through the Internet and other Web resources. At the same time, the evaluation of the effectiveness of “classical” cultural events that can have an equally strong impact on the audience as well as state propaganda through digital channels of public diplomacy is pushed to the background. Author analyzed the theoretical and practical aspects of this issue and concluded about the effectiveness of using PR events held to reach a foreign audience as an opportunity to improve the international image of the state.
Translated title of the contributionTHE ROLE OF PR-EVENTS IN THE PUBLIC DIPLOMACY (ON THE EXAMPLE OF THE DAY OF SWEDEN IN RUSSIA CELEBRATION)
Original languageRussian
JournalМеждународные коммуникации
Issue number3(12)
StatePublished - Dec 2019

Keywords

  • national branding
  • political influence
  • Strategic communications
  • soft power
  • image of state
  • public diplomacy
  • cultural diplomacy
  • Propaganda
  • international PR
  • PR-company
  • PR-events in the public diplomacy

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