Public communication as a soft power tool: A theoretical approach to building the civilizational image of states

Abstract

This study aims to analyze the relationship between public communication and soft power, and to highlight its role as a strategic mechanism in building the civilizational image of states. The study adopts a conceptual approach to both public communication and soft power. Public communication is considered a tool that connects the state with its citizens, through which various institutions and official bodies seek to disseminate information, guide public opinion, and strengthen trust, thereby ensuring the provision of appropriate public services across different sectors. Meanwhile, soft power is understood as a state's ability to influence others without resorting to hard power, relying instead on cultural, value-based, and media attractiveness. Within this context, the study clarifies the relationship between public communication and soft power, demonstrating that public communication constitutes the operational mechanism through which the components of soft power are translated into effective communication and media practices. The study highlights that public communication represents an effective strategic mechanism for activating states' soft power by improving their image and enhancing their international presence.