Bachelor 2025/2026

Public Diplomacy

Type: Elective course (International Programme 'International Relations and Global Studies')

Delivered by: Faculty of World Economy and International Affairs

When: 2 year, 4 module

Open to: students of one campus

Language: English

Course Syllabus

Abstract

Public diplomacy refers to a set of communication strategies and activities through which a country presents its identity to the world, builds alliances etc. Unlike traditional diplomacy, which is primarily conducted by state representatives through official channels such as embassies and consulates, public diplomacy relies on non-state actors and alternative forms of international engagement. Rather than formal diplomatic institutions, public diplomacy leverages cultural and social platforms to shape a country’s global image. These may include sports, arts, religion, corporate brands, technological innovations etc. This approach is closely connected to the concept of Soft Power, introduced by J.Nye, which emphasizes the ability to influence international audiences through attraction and persuasion rather than coercion. This course explores the historical origins, theoretical foundations, and evolution of public diplomacy, examining its growing significance in contemporary global politics. It also analyses the key strategies, actions, and institutions that shape public diplomacy efforts on a global scale today.