A well-known and recognized diplomat, he was the Minister of Foreign Affairs, Ambassador Extraordinary and Plenipotentiary of Ukraine, now the head of the Center for Russian Studies, an active columnist, Volodymyr Ohryzko can explain the intricacies of public diplomacy.

The conversation started with bad news.

The New Europe think tank conducted the study in 2015 (and repeated it in 2020). Western Europeans' perception of Ukraine was recorded. The dynamics over five years in terms of interest are positive, but the priority remains. What is Ukraine? War, poverty, seasonal workers, Russia, instability, corruption. Concerning this study, Ogryzko began a conversation about the country's image. The presented analysis is entirely complementary to the recommendations of Western partners: judicial reform, anti-corruption, economic growth, green course, good governance, security, and defense - these areas need close attention, renewal, and transformation. And despite the positive changes, Ukraine does not look attractive - for global business in particular.

Instead, we have comforting, if not forecasts, then trends.

It is possible and necessary to improve the country's image. It is a question of equal but multidirectional work with elites and with "80% segment" in its external aspects. The range of possible actions is more than wide: from art exhibitions, literary readings, and concerts of our outstanding musicians to the promotion of applications (the case of "Actions" and "Transparent" shows). In these processes, a business can and should be involved through direct support to promote Ukrainian culture. In this way, his company, the apparent social position should be manifested. Strictly speaking, the internal aspect of improving the country's image is just as impossible without consolidating the public, business, and international partners.

Public diplomacy and global business probably play by the same rules — Volodymyr Ohryzko summed up his speech with good news.