The article tackles the issue of measurement and evaluation of the effectiveness of public diplomacy instruments, such as strategies. The author suggests applying the approach based on the phenomenon of attraction. The evaluation of quality of public diplomacy is presented as the evaluation of influence of capabilities of public diplomacy instruments, and their certain set (aggregate) in subjective and functional strategies of public diplomacy. The article also argues a state that the more public diplomacy instruments meet the conditions of successful attraction and affiliation, the more likely they would be attractive to the population of a host country and would provide an involvement effect.

China is a country that employs a number of tools in order to shape its positive international perception. Sport plays an important role in this area. The aim of the research is to investigate the issue of sports exchanges and their role in shaping international image of China. The analysis is an empirical case study and is aimed at answering a research question concerning how sports exchanges may be used in order to shape a desired international image of a country. According to the main hypothesis to be tested in the article, through sports exchanges China managed to make a swift from the old, unidirectional sports diplomacy, to a more dialogue-oriented, reciprocal form.

Celem artykułu jest zbadanie pojęcia dyplomacja sportowa. Mimo że znaczenie sportu w dyplomacji wydaje się być dostrzegane i rozumiane przez badaczy w Polsce, zagadnienie to nie było jak dotąd szerzej analizowane. Jako że termin ten jest zazwyczaj uznawany za jeden z wymiarów dyplomacji publicznej, artykuł poświęcony jest także zbadaniu kwestii roli i miejsca sportu w jej ramach.
W treści artykułu przedstawiony został szereg sposobów rozumienia pojęcia dyplomacja sportowa prezentowanych przez różnych badaczy. Naukowcy rozumieją ten termin w sposób zróżnicowany, w szczególności jeżeli chodzi o jego zakres. W związku z tym w artykule podjęto próbę zaproponowania najbardziej adekwatnego sposobu rozumienia tego pojęcia.

Sweden has a substantially long tradition of conducting an image policy using both public diplomacy and nation branding. The refugee crisis is a significant challenge for maintaining a strong nation brand and positive perceptions of this country, mostly owing to contradictions between the declared values of Sweden’s image and nation brand and the real steps undertaken by the government to limit refugee immigration. The aim of this article is to discover potential correlation between the refugee crisis and changes within Sweden’s image and the strategy for promoting the country abroad, as well as Sweden’s methods and forms of international communication.

The goal of the research was to investigate FIFA, one of the most important international sports organisations, from the perspective of its diplomatic subjectivity. It is a case study concerning the process of selection of the World Cup hosts by FIFA, in reference to the engagement of presidents, prime ministers and other representatives of national authorities of states that hosted FIFA World Cup in bidding for the tournament within last the 30 years. The hypothesis that was verified within the research assumed that through selecting World Cup host FIFA obtains diplomatic subjectivity. This refers to research questions concerning the willingness of state leaders to engage in contacts and negotiations with sports officials and reasons for such engagement.

The working paper consists of the analyses of different forms of Taiwanese public diplomacy and it also contains a future development scenario as far as such an essential tool of foreign affairs is concerned. The research project has been conducted from many points of view. There are institutional, strategic and operational dimensions of public diplomacy with the engagement of government officials and agencies, NGOs, public institutions and citizens as well. Having analysed the whole activity concerning public diplomacy, the main conclusion ought to be made, i.e., the official development assistance and humanitarian aid shall be provided as the most effective tool to enhance Taiwanese international visibility.

The COVID-19 pandemic caused not only substantial turmoil in the international environment, both politically and economically, but it also inspired new forms of diplomatic conduct. Since 2020 we could observe new forms of health diplomacy, which is already well-established among theoretical concept. While counteracting the harmful effects of the pandemic was the primary goal of most of the initiatives, it soon became apparent that health diplomacy can be perceived by many as a political tool, supporting foreign policies and strategic goals. This research aims to investigate International Olympic Committee as a non-state diplomatic actor and its efforts related to the COVID-19 pandemic that can be classified as public diplomacy and, more specifically, health diplomacy. The main research question refers to the character of diplomatic conduct, more specifically, whether it can be related to traditional health diplomacy focused on addressing health challenges or also to public diplomacy, aimed at reaching own goals.

The ‘Close-up War’ project as a way of telling the story of the war in Ukraine or changes in the tools of public diplomacy in wartime

The author of the article discusses the issue of changes in public diplomacy tools during Russia’s large-scale invasion of Ukraine on the example of the documentary project ‘The War Up Close’. Public diplomacy tools became consciously used in Ukraine in the second decade of the 20th century. On 26 March 2021, the ‘Public Diplomacy Strategy of Ukraine for 2021 – 2025’ was adopted, which recognized countering Russian propaganda as one of the key tasks in the context of the hybrid war unleashed by Russia in 2014. Russia’s large-scale invasion of Ukraine on 24 February 2022 showed the need to update the tools of public diplomacy and expand the institutions involved in this area. The most important tool in telling the story of the war, informing the world about Russian crimes and the threat they pose to the world has become the truth, presented in documentary projects, films, photography, and immersive exhibitions created with the help of modern technologies. Such projects are able to convey the truth to the viewer, to give a sense of presence in the epicentre of events. To understand the danger that Russia poses to the world. ‘The War Up Close’ project was created using a 360° circular panorama, drone video and 3D modelling to show the world community in detail how Russians are destroying the Ukrainian people. The project materials are direct evidence of Russian crimes and can be used in the future to bring the aggressor country to justice. The project demonstrates the change in the tools of Ukraine’s public diplomacy in the context of a full-scale war, when the goal of creating a positive image of Ukraine was supplemented by the task of telling the world the truth about Russia’s crimes against a peaceful, non-nuclear-armed country.