Цифрова дипломатія як інструмент масової комунікації в публічному управлінні

The article considers conceptual views on digital diplomacy as a mass communication tool in public administration. The authors provide different interpretations of experts - specialists in international relations, information and communication technologies to achieve diplomatic goals. Particular attention is paid to the so-called «digital diplomacy» as a form of public diplomacy, which provides diplomatic services to its own citizens and countries abroad. According to the authors, the digital diplomacy usage in public administration allows to promote the foreign policy interests of the state in international relations development.