PUBLIC DIPLOMACY CHALLENGES FOR RUSSIA

Russian officials have become increasingly aware of their public diplomacy problem. Hence, over the past decade, Kremlin as well as the Russian academic community has started paying increasing attention – both in word and by deed – to Russia’s image and perceptions abroad. This concern has become even more salient due to Russia’s aspiration to a “Global Power” status and the need to be recognized as such, not just by its traditional “allies” but more importantly, by the West.