THE ROLE OF PUBLIC DIPLOMACY IN THE IMAGE POLICY OF RUSSIA
The article discusses the role of public diplomacy in contemporary Russian policy of the «soft power» paradigm branding. The author stresses that the tools of public diplomacy were not fully used in promoting the image of Russia in world communication channels, and that reduces the efficiency of image policy. There is a need today to form a national strategy for public diplomacy at the state level, to create a central governmental body, which should coordinate the development of public diplomacy, realize a permanent activity in this area and monitoring the evaluation of the progress. Russia needs not only public, but also a state support of the public diplomacy. Just implementing the professional approach to the public diplomacy it is possible to make the image policy of Russia effective. The article provides the analysis of the world’s experience and prospects of the Russia’s image in the aspect of «soft power». The author notes the importance of the fact that Russia’s image policy should have cultural basis and include several main aspects, such as mass communication, public diplomacy, culture and sport.