Soft Power as the Instrument of Political Communications and Humanitarian Diplomacy

The authors address the question of the need to consider soft power as an important tool of political communications and humanitarian diplomacy. The concept of Soft/ Smart Power is born in response to the need for significant diversification of the means of implementation of its domination by Western countries and especially the United States. In the development of the concept and persistent introduction in international political communication visible commitment to the implementation of certain interests, increase of influence. A very important question – in whose interests is this effect. Theoretical development and practical application of the concept of soft/smart power shows that it was and remains a tool of political struggle. Based on the index of soft power line up the ratings of the countries of the world, is assessing the achievements of culture, education, measured the effectiveness of diplomacy, in the end formed integral socio-cultural and political image of the country. It is necessary to consider international experience of formation of a positive image of the country, the neglect of which was inflicting severe losses.