The paper analyzes the essence of public diplomacy as an instrument of foreign policy. Attention is drawn to the institutional aspects of the implementation of public diplomacy in Ukraine, in particular to governmental and non-governmental initiatives in this area.
In the conditions of the Ukraine crisis, Ukrainian public diplomacy is intensifying. In particular, Ukraine has established the Ukrainian Institute, the Ukrainian brand (UkraineNow) has been approved for the first time since independence, and the Department of Public Diplomacy was established at the Ukrainian Ministry of Foreign Affairs.
The paper also considers the program dimension of Ukrainian public diplomacy, its historical traditions, its contemporary role and significance. It is established that in modern conditions, public diplomacy not only ensures a positive perception of the state by the international community, but also plays an important role in ensuring national security.