In this master's thesis, we discuss the concepts of diplomacy, public diplomacy, digital diplomacy and public relations, emphasizing the role and importance of digital diplomacy in public relations, in the case of the Slovenian Ministry of Foreign and European Affairs. In the empirical part, we discuss how the Ministry uses social media, and the basic orientations for digital and public diplomacy within Slovenia's foreign policy strategy. We also present an analysis of interviews with current and former heads of the Strategic Communication Service. Its task is to communicate the content and activities of the Ministry to domestic and foreign audiences, including by using digital diplomacy tools. The thesis presents the development of Slovenian digital diplomacy and public relations practice between 2020-2024. This period is characterized by the increased use of information and communication technologies at all levels, especially after COVID-19, and by the rise of numerous crises and conflicts around the world, which also affected Slovenia. While the Slovenian Ministry of Foreign and European Affairs has increased its presence on social media X and the presence of its diplomatic missions and consulates on social media, the importance of digital diplomacy still has no place in its current foreign policy strategy.
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