Communication technologies have created new opportunities for the promotion of states’ interests, ensuring interactive dialogue with the world. Digital diplomacy has gone beyond foreign policy institutions, reaching more target groups and changing the efficiency of the diplomatic missions’ activity abroad. After the first meeting between diplomats and officials, online technologies enable further communication through devices or social platforms as well as ensure regular receipt of information by potential audiences. As a result, the role of ambassadors is being reviewed, not in legal terms, but in the sense of transforming their activities in the host country. Sometimes diplomats can be transformed into media stars or lifesavers. The article also presents current positive practices of the USA, the EU, and Ukraine in digital diplomacy

Nataliya Pipchenko, Dr.Sc. (Political Sciences), is a professor at the Institute of International Relations, Taras Shevchenko National University of Kyiv, and Expert at the Jean Monnet Centre of Excellence. Since 2017, she is the consultant on communication at the Organization for Democracy and Economic Development – GUAM. Her research interests cover the issues of public and digital diplomacy, international communication and global development, the activity of EU institutions in communications. She has more than 100 academic articles and books, among which are textbooks on digital diplomacy.

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