COMMUNICATIVE AND TECHNOLOGICAL METHODS FOR ENHANCING THE FOREIGN POLICY IMPACT OF A POLITICAL LEADER'S IMAGE

This article analyzes the role of a political leader’s image in strengthening a state’s foreign-policy influence through communicative and technological approaches. It examines such methods as framing, agenda-setting, priming, strategic narrative, emotionalization, audience adaptation, digital communication technologies, and image restoration in crisis situations. The article argues that the image of a political leader should not be understood merely as an element of personal reputation, but rather as an important foreign-policy resource that reflects the state’s international identity, diplomatic credibility, and soft-power potential. It is emphasized that, in the contemporary global information environment, constructing a political leader’s image is not a one-time public relations campaign, but a continuous process of strategic communication based on repetition, consistency, audience-sensitive messaging, and alignment with real political practice.