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Author : O. Lebedeva
Deputy Dean, School of International Relations, Moscow State Institute (University) of International
Relations, Ministry of Foreign Affairs of the Russian Federation, Candidate of Science (Sociology)
FOR MANY CENTURIES, the term "diplomacy" was limited to
the official sphere of interstate relations: talks and exchange of of-
ficial documents such as notes, charters and other instruments. Put
in a nutshell, traditional diplomacy is "the management of interna-
tional relations by negotiation; the method by which these relations
are adjusted and managed by ambassadors and envoys; the business
or art of the diplomatist."
Public diplomacy per se cannot replace traditional diplomacy; it
creates a favorable political climate and adds efficiency to what tra-
ditional diplomacy is doing in its sphere. Public diplomacy is de-
scribed as "soft power"; it relies on persuasion and ideological, cultural and institutional
attractiveness to create the country's positive image.
In Russia, there is no state body responsible for public diplomacy, the duty being spread be-
tween the Foreign Ministry (MFA), the Ministry of Regional Development, the Public Cham-
ber, Rossotrudnichestvo responsible for contacts with compatriots abroad, the RIA Novosti
News Agency, Russia Today (RT) TV channel, etc. each left to its own devices.
Russia still lacks fully trained professionals in this sphere: there are no relevant university cur-
ricula or on the job training programs. Russia Today, for example, had to start from scratch;
it offers on the job training yet after several years on air it still needs more trained profes-
sionals.
Broadcasting in foreign languages is one of the public diplomacy trends absolutely indispen-
sable in the contemporary world with ideas flowing freely.
Russia's politics and culture have been and remain the main attraction for the audience abroad
hence cultural exchanges is the main instrument of Russia's public diplomacy. Rossotrud-
nichestvo mainly relies on exhibitions, cultural presentations, tours, cross-cultural years, and
conferences on learning Russian language abroad.
The Russian Council for International Affairs (RCIA) set up by the presidential decree of
February 2, 2010 is expected to become an NGO dealing with the studies and educational
programs in the field of foreign policy and international relations. This is a non-commercial
partnership of representatives of Russia's foreign policy community - diplomats, academics,
businessmen, and state and public figures.
The fact that the RCIA is a neutral platform is all-important: It has no political or ideological
biases, which does not mean that its individual or collective members should be politically
neutral. In this respect, the RCIA differs greatly from many of the functioning structures
http://interaffairs.ru
Specifics of Public Diplomacy in Russia