The role of diplomatic services in shaping international image: Ukrainian diplomacy before and after 24 February 2022

The study examined the role of public diplomacy, cultural diplomacy, economic cooperation, and digital tools as critical components in shaping a country’s international image on a global scale. The aim was to analyse how these instruments influenced global perceptions of Ukraine and the outcomes they generated for the country amidst of the war. The research employed methods of analysing international communication, public diplomacy, and Ukraine’s economic and cultural activities following the invasion. Particular emphasis was placed on the impact of these initiatives on international support for Ukraine and its relations with global partners. Furthermore, the study highlighted public diplomacy as a pivotal mechanism in Ukraine’s efforts to secure international backing and counter Russian propaganda. Since the onset of the war, public diplomacy efforts, including cultural initiatives and the national branding campaign “Ukraine Now”, have gained significant momentum, facilitating the dissemination of accurate information about the situation in Ukraine worldwide. Economic diplomacy has also been effectively utilised to secure foreign investments and humanitarian aid, while digital diplomacy has enabled swift communication with the global community, particularly through social media platforms. Cultural projects have served as vital avenues for promoting Ukrainian artists and raising awareness of national culture during the war. Moreover, Ukrainian cultural diplomacy has not only promoted the nation’s cultural values but has also highlighted its struggle for freedom and independence. The findings of this study can be employed by governmental bodies, diplomatic institutions, cultural organisations, and civil society to develop effective strategies for international communication, advancing national interests, and garnering international support in times of conflict and crisis