DIGITAL TOOLS OF PUBLIC DIPLOMACY: THEORETICAL ASPECT AND PRACTICAL EXPERIENCE FOR UKRAINE

The article is devoted to identifying the specifics of digital tools of public diplomacy in theoretical and practical aspects. The spread of information and communication technologies introduces adjustments in all spheres of social life. Mastering new technologies at an early stage provides a significant advantage in politics, allowing actors to address audiences directly, bypassing the cumbersome mediation of traditional media. Foreign policy is no exception. The Web 2.0 environment has created a key condition for intensifying the implementation of public diplomacy. Feedback, made possible by digital solutions in the 21st century, has enabled the effective monitoring of public opinion, timely identification of key societal changes, and the adoption of optimal decisions for promoting one’s views abroad. Today, diplomacy is increasingly being transformed by the integration of innovative tools.It is essential to conduct a comprehensive study of the place and significance of public diplomacy and digital diplomacy for Ukraine in the context of deepening international cooperation and interaction. Public diplomacy and digital technologies represent a unique form of foreign policy activity aimed at promoting the national (state) brand. The article analyzes the conceptual and organizational components of public diplomacy in its digital manifestations. Digital diplomacy tools contribute to the successful execution of diplomatic tasks, facilitate faster analysis and processing of information, and serve as a foundation for the strategic planning of actors’ activities in the international arena.The article also examines the peculiarities of using artificial intelligence as part of the digital tools of public diplomacy. An attempt is made to propose a set of practical recommendations for the concrete implementation of public diplomacy through digital means.