THE INTERNATIONAL IMAGE OF THE STATE AS A STRATEGIC RESOURCE IN THE GLOBALIZED INFORMATION ENVIRONMENT

Abstract

The article substantiates that in the context of a globalized information space, the international image of a state functions as a strategic resource that determines its political subjectivity, economic attractiveness, and security resilience. The study analyzes the interaction of public diplomacy, political PR, and the concept of soft power, and identifies the necessity of aligning these tools with the long-term foreign policy priorities of the state. It reveals the multidimensional structure of the international image and the dependence of its components on political, economic, cultural, and humanitarian factors.The article demonstrates the key role of crisis communications in the foreign policy context as an instrument for preserving and restoring international reputation. Special attention is paid to anticipatory communication, which makes it possible to minimize reputational losses, as well as to the damage control approach, which provides for timely problem recognition, public accountability, and the development of clear plans for overcoming consequences to maintain the trust of the international community.The institutional conditions for improving the effectiveness of the state’s communication activities are identified.The coordinating role of the Ministry of Foreign Affairs of Ukraine is emphasized, the importance of diplomatic missions as communication centers is outlined, and the feasibility of establishing strategic communication and crisis PR units within embassies is substantiated. The role of the institution of Ambassadors Extraordinary and Plenipotentiary as conduits of the political will of the state’s top leadership and facilitators of interstate dialogue is highlighted, along with the importance of early detection of vulnerabilities and the transformation of risks into opportunities for development.The author’s contribution lies in the formulation of practical recommendations for the creation of specialized analytical centers for monitoring and forecasting, strengthening human capacity in the field of strategic communications, and developing a unified national concept of Ukraine’s communication positioning. The expected outcome of implementing these measures is the enhancement of narrative consistency, the strengthening of international trust, and the transformation of the state’s communication potential into an effective tool for strategic development and long-term international partnership.