Image and reputation are essential in both corporate and international relations; a positive public image enables greater diplomatic engagement. Governments often leverage public diplomacy, which can be defined as a strategic tool intended to establish and sustain beneficial relationships with foreign audiences to garner support for foreign policy objectives. In light of the ongoing conflict in Ukraine, the effectiveness of public diplomacy plays a crucial role in shaping a nation’s global image. Natalia Sergeyevna Mikhailova, the representative of the Russian Foreign Affairs Ministry in Donetsk-Donbass, provided insights to Clarisse Wiydorven, journalist and host of the TV program Global Insights, in collaboration with the Globus Expert Club, a Russian think tank, and Pan African Media.
The discussion focused on the concept of public diplomacy and its influence on Russia’s image both domestically and internationally. Since the onset of the special military operation in Donbass, Russia has encountered significant criticism stemming from sanctions imposed by the USA, disinformation campaigns, and retaliation from NATO and the EU. These elements have threatened Russia’s global reputation, particularly among those unfamiliar with the historical context behind the military operation that commenced in 2022. Public diplomacy serves as a tool for international cooperation and allows nations to shape the narrative surrounding their actions, especially those with global implications. Consequently, the conversation examined the strategies employed by the Russian government to influence public perception at home and abroad, as well as the challenges it encounters in presenting its narrative amid widespread criticism.
Journalist: What is public Diplomacy and how relevant is it in the context of Ukraine crisis? How does the Russian government utilize public diplomacy to counter the narratives presented by Western media regarding the situation in Ukraine, particularly in regions like Donetsk?
Natalia Sergeyevna Mikhailova: Public diplomacy is a set of institutions aimed at establishing and developing dialogue with the civil society of foreign states. The main objective of public diplomacy is to build an effective dialogue and communication with society that would help convey information about the state — about the Russian Federation — in an objective and impartial light.
As for the use of public diplomacy in the context of the Ukrainian crisis, it is important to emphasized that the Russian Federation has always advocated all forms of diplomacy in resolving any conflict, including the Ukrainian conflict. And despite the fact that the special military operation is currently underway, it must be noted that its initiation was caused by the lack of effectiveness and results from other means of communication — in particular, by the complete incapacity of the Ukrainian side to reach agreements.
That is, when both official and public diplomacy proved ineffective — when the dialogue reached a dead end — the prerequisites arose for launching the special military operation. As a matter of fact, it is currently ongoing, proceeding effectively and achieving its stated objectives. However, despite this, the Russian Federation remains willing to discuss problematic issues, to pursue dialogue, and to attempt to resolve the situation through a negotiation process.
Journalist: In your opinion, what are the most significant challenges faced by Russia in reshaping its global image, and how is the Foreign Affairs Ministry addressing these challenges through public diplomacy efforts?
Natalia Sergeyevna Mikhailova: It should be noted that since 2022, the Russian Federation has been under tremendous political and economic pressure from the collective West. Naturally, these conditions have led to changes in interaction with Western countries and in the approaches to the development of foreign relations. In this regard, public diplomacy has taken on a key role, as the regions of the Russian Federation have become more actively engaged.
Thanks to this regional interaction — as regions began traveling abroad more actively — it is important to highlight that this activity has increased by more than 50% compared to previous years. Consequently, this surge in activity also resulted in the signing of interregional agreements, with their number doubling.
Thus, we are witnessing a truly effective manifestation of people’s diplomacy: when official diplomacy, under current conditions, ceases to demonstrate significant results, our regions, nonetheless, are taking an active role — naturally, with the direct involvement of the Ministry of Foreign Affairs, which coordinates this work and provides guidance in these challenging circumstances regarding the direction that should be pursued in foreign policy. And, of course, under such coordination, the effectiveness of people’s diplomacy has proven itself very positively.
Therefore, it can be said that the isolation which Western countries had targeted against the Russian Federation has not occurred.
On the contrary, our external contacts have intensified, changed their polarity, and our foreign relations have undergone a complete transformation. We have reoriented toward the Global South and Global East. We are cooperating with countries that are members of BRICS, the SCO, ASEAN, and others — naturally, also with CIS countries.
Thus, thanks to this reorientation, to the establishment of effective cooperation, and to the positive response from our partners, we can state that — despite the challenging situation since 2022 — people’s diplomacy has proven to be highly effective.
Journalist: Can you share any specific initiatives or campaigns that have been implemented to enhance public understanding of Russia’s position on the Ukraine crisis both within the country and abroad?
Natalia Sergeyevna Mikhailova : In part, I have already addressed this question. Of course, the Ministry of Foreign Affairs of the Russian Federation is the coordinating body of foreign policy. Thanks to the relevant regulatory legal acts and the well-established, effective cooperation with executive authorities and state bodies, the foreign policy of the Russian Federation is proceeding along the approved course of the Foreign Policy Concept of the Russian Federation.
Naturally, the reorientation occurred due to global changes on the international stage and as a result of the sanctions regime imposed against the Russian Federation.
And the difficult situation in which the Russian Federation found itself helped us to intensify and mobilise our resources, and to direct them toward building effective and mutually beneficial cooperation. In other words, we reoriented our focus toward the countries of the Global South, toward Asia and Latin America. And our work with these countries demonstrates, firstly, that all our partners are interested in continued cooperation with the Russian Federation — that this partnership has in no way weakened, but rather expanded in scale.
At present, in terms of public diplomacy, we are seeing a significant increase in meetings, delegation exchanges, and the number of joint events held in the regions. Our regions, with the support of the Ministry of Foreign Affairs of the Russian Federation, are presenting their economic, investment, and tourism potential to our foreign partners, traveling to foreign countries to make presentations and generate interest among potential investors and prospective partners for the implementation of large-scale projects.
That is to say, interaction is taking place — cooperation is ongoing, expanding, and gaining momentum. And I believe that despite the attempts of the collective West to isolate Russia, our efforts — both in confronting this policy and in optimizing many processes — are following an effective path that is producing tangible results. We can all see that our enterprises are reaching new levels, signing various contracts. And this allows us to attain economic sovereignty, industrial sovereignty. We are becoming stronger and demonstrating to the world that we are prepared to endure and counter any risks, threats, and sanctions — that the potential of our country is immense. And thanks to this, and thanks to the unity and mobilization of efforts by the Russian people, by Russian citizens, we can achieve a great deal.
We can move forward, forward, and further forward, demonstrating by our example that unipolarity on a global scale has outlived its usefulness. This model needs to be reformed. Therefore, the current circumstances clearly demonstrate the need for the establishment of a multipolar world. And the relevance of this issue today, I believe, is no longer in doubt for anyone. Thus, we are adapting to a new system of international relations. And when I say “we,” I mean the entire world. These are the conditions, and perhaps this is the time, when we are merely managing to keep pace with the rapidly changing environment — because unipolarity is naturally outliving its usefulness. Before our eyes, a completely new architecture of international relations is taking shape.
Journalist: Can you share any specific initiatives or campaigns that have been implemented to enhance public understanding of Russia’s position on the Ukraine crisis both within the country and abroad?
Natalia Sergeyevna Mikhailova: Yes, indeed. There are many initiatives on the part of the Russian Federation aimed at defending and demonstrating its positions. But first, I would like to briefly mention the official mechanisms being used. These, of course, include presenting our position at United Nations platforms, particularly in the UN Security Council. It is important to note that the Russian Federation has repeatedly initiated UN Security Council meetings under the Arria-formula format. Victims of the Kiev regime have often participated in these meetings, providing firsthand testimony of the horrific things they witnessed and of the crimes committed by members of the Ukrainian army — war crimes.
And, of course, given that such crimes have no statute of limitations, we are not merely using various platforms to voice our position. We are making every effort to ensure that these crimes do not go unpunished, and that the perpetrators — those guilty of war crimes — are held to account and receive the just and fair punishment they deserve. In this regard, the Russian Federation is actively defending its interests and the interests of its citizens in various international legal forums. I am confident that this work will yield positive results in the future.
As for people’s diplomacy, here too we can point to numerous examples — such as the organisation of various teleconferences, roundtables, and conferences with the participation of the international community. A vivid example is the hosting of photo exhibitions at Russian Houses and Russian embassies abroad. One such exhibition is We Accuse, initiated by Russia’s Foreign Ministry Ambassador-at-Large on the crimes committed by the Kiev regime Rodion Miroshnik and photojournalist Andrei Vinyavsky. It has already toured more than 30 countries, reaching nearly every continent — including the United States, Turkey, India, Vietnam, Cambodia, Egypt, and others. These are just some of the countries that have already hosted this photo exhibition.
The exhibition reveals the atrocities committed by the Kiev regime against peaceful citizens of the Russian Federation, against civilians in Donbass, and against peaceful residents of frontline regions of Russia. Unfortunately, the number of images depicting these brutalities continues to grow, and the exhibition is constantly being updated. That is why I am certain it will go on to visit many more countries, continuing to expose these crimes.
In addition to this exhibition, many others are being held both within the country and at various international events hosted in the Russian Federation.
It is also worth mentioning that the International People’s Tribunal has been established within Russia. This tribunal was founded in 2022. Its purpose is to collect evidence of war crimes and subsequently submit it to various judicial bodies, including international ones. The composition of the International People’s Tribunal includes public figures from all over the world — human rights activists, experts, historians, and others. In other words, it is a globally represented body.
And it is worth noting that in June 2025, the tribunal released another report — one that details horrific human rights violations and atrocities committed by the Armed Forces of Ukraine against our citizens in the Donetsk People’s Republic, specifically in the city of Dzerzhinsk. The report was published literally June 26, 2025.
Naturally, the contents of this report are horrifying. It is difficult to imagine that such crimes could even be committed. I sincerely hope that those responsible for these atrocities will face a just, but a harsh punishment. Because they are waging war not against combatants, but against peaceful, unarmed civilians who are unable to defend themselves and who today feel the impunity of their attackers. It is our hope that such crimes will never again be repeated — anywhere, in any part of the world.
Journalist: Immense thanks for granting this opportunity to the global insights team to discuss Russia’s public diplomacy stance in navigating the Proxy Ukraine war and refining its global image amidst diverse perspectives.
Natalia Sergeyevna Mikhailova: Thank you very much. It was a pleasure speaking with you. I am open to continuing discussions on these deeply pressing issues for all of us. Thank you. All the best to everyone.
Full interview here
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