PUBLIC RELATIONS AND SOFT POWER: STRATEGIC INSTRUMENTS OF MODERN POLITICAL COMMUNICATION

This article examines the theoretical foundations of Public Relations (PR) and Soft Power, as well as their role within the system of modern political communication. It analyzes the historical evolution of PR, its function in ensuring political legitimacy, and its distinctions from advertising and propaganda. The study also explores the significance of the soft power concept in contemporary international relations. Particular attention is paid to the growing role of digital communication technologies, social media platforms, and information warfare, which have transformed the functions and mechanisms of public relations in the twenty-first century. The article argues that PR and soft power have become indispensable instruments for shaping public opinion, enhancing state legitimacy, and strengthening a country's international image.