FROM SOFT POWER TO REPUTATIONAL SECURITY: FEATURES OF PUBLIC DIPLOMACY IN CONFLICT

КОНОВАЛОВА, М. (2025). FROM SOFT POWER TO REPUTATIONAL SECURITY: FEATURES OF PUBLIC DIPLOMACY IN CONFLICT. Вісник: Міжнародні відносини, 60(1), 29–35. https://doi.org/10.17721/1728-2292.2025/1-60/29-35

Introduction. In recent decades, public diplomacy (PD) has undergone significant changes under the influence of transformations in international relations, information technologies, and the growing role of non-state actors. Traditionally, the concept of soft power has been the background for PD since the end of the Cold War, but modern conflicts, hybrid wars, and the use of hard power have changed the dynamics of this process. The war in Ukraine has become an example of how PD tools are used not only for a positive image of the country but also to mobilize international support, counter disinformation, and ensure reputational security. The study's relevance is due to the need to analyze changes in the concepts of power (hard, soft, hard, smart) and their interaction through PD mechanisms. The article aims to systematize approaches to PD in conflict situations and develop key performance indicators based on levels of reputational security.
Methods. The study is based on an interdisciplinary approach, including the analysis of the concepts of hard, sharp, soft, and intelligent power, the theory of reputational security, and a comparative method was also used to compare approaches to the country's power and public diplomacy in conflict situations. These findings will help to identify effective strategies and practices used by different states.
Results. The article examines the relationship between hard, soft, and sharp powers, showing that their combination is necessary for effective foreign policy in konflict. The analysis proves that sharp power is used for manipulation and destabilization. In contrast, soft power contributes to long-term engagement and forming a positive image of the country, although it is ineffective in its pure form. It is determined that in military conflicts, PD changes the focus from traditional tools to crisis mechanisms, including information campaigns, international support mobilization, and counter-propaganda. The features of sharp and soft power are highlighted. The directions of PD in conflict conditions have been determined. PD key performance indicators have been developed based on levels of reputational security, which consider the degree of country recognition, the level of support from the international community, and mechanisms for countering disinformation.
Conclusions. Modern PD is no longer limited to soft power, but includes complex mechanisms for countering information threats and mobilizing allies. In conflict conditions, it is essential to combine short-term and long-term tools. Implementing the concept of reputational security allows us to assess the effectiveness of PD not only in terms of its impact on the target audience but also in terms of the state's ability to resist information attacks and strengthen international support. This will help develop a comprehensive PD strategy that considers the multi-level nature of the information space and the dynamics of modern conflicts.
Keywords: public diplomacy, soft power, sharp power, hard power, smart power, reputational security, key performance indicators