The article examines the transformation of public diplomacy in the era of digitalization, conventionally called “Public Diplomacy 2.0”. It analyzes the key role of non-governmental organizations (NGOs) as actors of this new form of “soft power”. The aim of the work is to identify the mechanisms and assess the consequences of the growing influence of NGOs on international communication. Using specific examples (The British Council, “Russkiy Mir”, Al Jazeera, etc.), it is shown how NGOs, due to their flexibility, expertise, network structure, and ability to shape public narratives, become the face of modern public diplomacy, significantly influencing international relations. The article also considers the dual nature of this phenomenon, including associated challenges and risks, such as issues of legitimacy, opaque funding, and the use of NGO structures to finance terrorism and money laundering. The conclusion is made about the need to find a balance between using the opportunities of Public Diplomacy 2.0 and minimizing the associated risks through international cooperation and regulation.
public diplomacy, soft power, NGOs, international relations, civil society, international communication, digital diplomacy