Ukraine's public diplomacy is an instrument of Ukraine's foreign policy aimed at promoting an attractive image of the state abroad through communication at the level of the public of other states. It includes the use of cultural diplomacy, social media, cooperation with non-governmental organizations and the Ukrainian diaspora, the creation and promotion of a state brand, and more. The impetus for the intensification of Ukrainian public diplomacy was the counteraction to Russia's armed aggression against Ukraine and the information war, Ukraine's search for foreign support, and the process of Ukraine's European and Euro-Atlantic integration.
The main institution for the development and implementation of public diplomacy in Ukraine is the Department of Public Diplomacy under the Ministry of Foreign Affairs of Ukraine, which was established in 2015. The main tasks of the office are as follows:
the development of public relations, public associations, and media between other countries and Ukraine.
the implementation of image, cultural and information projects of Ukraine abroad.
the coordination of measures of other executive bodies in these areas.[1]
The Department of Public Diplomacy[2] consists of the following departments: the Department of Cultural Diplomacy, the Department of Image Projects, and the Department of Media Relations. The department has its official Facebook page.
An important role in promoting the cultural component of the public diplomacy of Ukraine is played by the Ukrainian Institute together with the special institutions of the Ministry of Culture of Ukraine: the Ukrainian Cultural Foundation and the Ukrainian Book Institute, which promote Ukrainian culture and its integration into the world cultural space. A successful example of the use of cultural diplomacy is the Austria-Ukraine Culture Year 2019, in which a number of events were organized and held in both countries in many areas of culture and art.[3]
Since 2006, 31 cultural and information centers have been operating at foreign diplomatic missions of Ukraine, disseminating information about Ukraine in the host country.[4]
Ukrainian expatriates (communities of the Ukrainian diaspora and activists of the new wave of volunteer support for the events related to the Revolution of Dignity and military actions in eastern Ukraine) are a powerful provider of Ukrainian cultural promotion. In 2013–2015, the “last wave” of the Ukrainian diaspora abroad founded about 50 volunteer movements.[5]
The Ukrainian Diaspora has also established the Global Ukraine Network, which aims to bring together the creative, intellectual, and financial resources of Ukrainians around the world to support the effort of creating an extraterritorial Ukrainian space where leading Ukrainian organizations, independent leaders, and experts can promote the interests of Ukraine.[6]
Thematic documents
The concept of the popularization of Ukraine in the world and the promotion of Ukraine's interests in the world information space.
(Approved by the order of the Cabinet of Ministers of Ukraine on October 11, 2016, No. 739-r)
Purpose of the Concept:
Popularization of Ukraine in world information resources and national information resources of foreign states, aimed at protecting its political, economic and socio-cultural interests, strengthening its national security, and restoring territorial integrity.
Formation of a positive image of Ukraine by highlighting objective information about competitive advantages, strengths, significant achievements of our country on the world stage, and broad prospects for the cooperation of the international community with Ukraine.
Provision at the interdepartmental level of constant operational and coordinated activities for the preparation and dissemination in the world information space of truthful and objective information about Ukraine, in particular its individual regions, as well as increasing the tourist and investment attractiveness of Ukraine.[7]
The doctrine of Ukraine's information security
(Approved by the Decree of the President of Ukraine on February 25, 2017, No. 47/2017)
The purpose of the Doctrine is to clarify the principles of formation and implementation of state information policy, primarily to counter the destructive information influence of the Russian Federation in the context of its hybrid war. The Doctrine, in particular, states such principles as:
Formation of a positive image of Ukraine in the world, communication of operative, reliable and objective information about events in Ukraine to the international community.
Development of the foreign broadcasting system of Ukraine, ensuring the presence of a foreign-language Ukrainian channel in cable networks, and in satellite broadcasting outside Ukraine.[8]
Ukraine 2020 Sustainable Development Strategy
(Approved by the Decree of the President of Ukraine on January 12, 2015, No. 5/2015)
The strategy, in particular, states the need to create and implement a program to promote Ukraine around the world and promote the interests of Ukraine in the global information space, specified as one of the top priorities, and the program to create a brand "Ukraine."[9]
Brand of Ukraine
Ukraine Now logo
In 2010, CFC Consulting developed the first comprehensive national branding strategy "Ukraine" for the Ministry of Foreign Affairs of Ukraine. Within its framework, the slogan of positioning Ukraine abroad was created - "Ukraine, moving in the fast lane!"
Ukraine NOW is the official brand of Ukraine in accordance with the order of the Cabinet of Ministers of Ukraine dated May 10, 2018. The concept with the logo was developed by the creative agency "Banda Agency" to establish the brand of Ukraine around the world, attract investment to the country, and improve tourism potential.[10] Ukraine NOW is an open brand that can be used by anyone. The logo is actively used by government agencies and Ukrainian companies.[11]
Reviews of this brand are mostly positive, as evidenced by the victory of Banda in the design competition Red Dot Award 2018 for branding Ukraine in the category of Corporate Identity.
Kostyantyn Ivanovych Gryshchenko is a Ukrainian diplomat and politician.
Borys Albertovych Filatov is a Ukrainian politician, journalist, lawyer, businessman, and the current Mayor of Dnipro. In 2014 and 2015 he was a member of the Verkhovna Rada, the Ukrainian parliament. He is one of the leaders and founders of the political party Proposition.
Borys Mykolayovych Hudyma is a Ukrainian diplomat and politician, who has served as Ukraine's ambassador to the European Union and as Permanent Representative of Ukraine to the United Nations.
Vasyl Serhiiovych Hrytsak is a Ukrainian serviceman, army general, and the fourteenth head of the Security Service of Ukraine. Founder and chairman of the supervisory board of the Ukrainian Center for Analytics and Security. Head of the Security Service of Ukraine (2015–2019). Member of the National Security and Defense Council (2015–2019). General of the Army of Ukraine.
Ukraine Crisis Media Center (UCMC) is a non-governmental organization that provides information about events in Ukraine, challenges and threats to the national security; in particular in the military, political, economic, energy and humanitarian spheres. UCMC assists international media representatives, aiming to defend Ukraine’s sovereignty and its national interests in the global information space.
Iryna Valentynivna Venediktova is a Ukrainian politician, diplomat, lawyer, Doctor of the Science of Law, professor. Ambassador Extraordinary and Plenipotentiary of Ukraine to the Swiss Confederation and the Principality of Liechtenstein. The first female Prosecutor General in the history of Ukraine. In office – from March 17, 2020, to July 19, 2022. Director of the State Bureau of Investigation ad interim. Member of Parliament of Ukraine from the Servant of the People party of the 9th convocation. Chairman of the Parliamentary Committee on Legal Policy.
The Honcharuk government was formed on 29 August 2019, and was led by Oleksiy Honcharuk. It was the fourth Ukrainian cabinet formed since the 2014 Ukrainian revolution, following the 2019 Ukrainian parliamentary election.
Dmytro Ivanovych Kuleba is a Ukrainian politician and diplomat currently serving as Minister of Foreign Affairs. He is concurrently a member of the National Defense and Security Council of Ukraine.
The Ukrainian World is a general social term, a figure of language to denote some associative connection with Ukrainian culture.
Vitaliy Stanislavovych Koval is a Ukrainian entrepreneur and politician. Vice-president of the Ukrainian Wrestling Association. Member of the National Olympic Committee of Ukraine. Head of the Rivne Regional State Administration from September 9, 2019 to November 23, 2023 as Governor of Rivne Oblast.
Oleh Semenovych Urusky is a Ukrainian politician. From 16 July 2020 to 3 November 2021 he was First Vice Prime Minister of Ukraine in the Shmyhal Government, and also Minister of Strategic Industries of Ukraine, the inaugural holder of the post.
The Embassy of Ukraine in Austria is a diplomatic mission of Ukraine in Austria, in Vienna.
Ukraine NOW is an official brand of Ukraine, developed by the creative company Banda Agency and approved by the Ukrainian Government on May 10, 2018. The main goal was to form a positive image of Ukraine among the international community, attract foreign investors and improve tourism potential.
The Ukrainian Book Institute is a state institution under the Ministry of Culture of Ukraine. It is designed to shape state policy in the book industry, promote book reading in Ukraine, support book publishing, encourage translation activities, and popularize Ukrainian literature abroad.
The Ukrainian orthography of 2019 is the current version of Ukrainian orthography, prepared by the Ukrainian National Orthography Commission. On 22 May 2019, the Cabinet of Ministers of Ukraine approved a new version of the orthography, and on 30 May 2019, this document came into force.
Valerii Fedorovych Zaluzhnyi is a Ukrainian four-star general who served as the Commander-in-Chief of the Armed Forces of Ukraine from 27 July 2021 until 8 February 2024. He was also concurrently a member of the National Security and Defense Council of Ukraine.
Mykola Stanislavovych Tochytskyi, is a Ukrainian diplomat and politician who is currently the deputy Minister of Foreign Affairs since 2021.
Oleksandr Novikov is a Ukrainian politician and law enforcement officer, former Head of the National Agency on Corruption Prevention (NACP) from 2020 to 2024, former prosecutor since 2004, including at the Office of the Prosecutor General from 2012 to 2020.
Mariana Oleskiv is a Ukrainian high-ranking official who has been working in the field of tourism and MICE since 2002.
Mykyta Ruslanovych Poturayev, is a Ukrainian politician, and former political and media consulting commentator who is currently serving as the member of the Verkhovna Rada since 29 August 2019.
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