ABSTRACT
This chapter analyzes how Russian leaders conceptualize soft power and public diplomacy. In particular, it emphasizes the competitive nature of Russian public diplomacy and its employment in shifting discourses on Russian foreign policy. Citing the need to protect Russophones and the employment of historical memory to advance Russian interests, this chapter explores the interests and content of Russia’s public diplomacy campaigns. It then contrasts the Russian use of nongovernmental organizations (and their general lack of independence in the Russian context) as well as institutions such as the Russian Orthodox Church as vehicles for the promotion of Russian public diplomacy.
