Public diplomacy today is an interdisciplinary area in which diplomats, journalists, specialists in the field of international relations theory, and marketers work, which leads to a wide variety of views and approaches. In addition, there are related areas: civil diplomacy, cultural diplomacy. The development of public diplomacy, which combines such a vibrant diversity of participants, also implies a diversity of theoretical approaches. The article attempts to identify the common logic of theoretical approaches from various disciplines in order to understand the unified theoretical dynamics of public diplomacy.

public diplomacy, cultural diplomacy, soft power, attraction, smart power

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