Difficulties of image shaping in the interests of the Russian Federation

The author states that the traditional goal of creating a positive state international image is not quite accurate. It is the general attitude towards a nation that can be positive or negative, and this attitude does not equal to the international image. Besides, the international image is generated not spontaneously but intentionally and serves as an international communication tool. Acknowledging the objectively instrumental nature of the international image, one should also admit that the goal of establishing a positive international image is not suitable because a tool cannot be either positive or negative. A better approach would be creating an effective image instead. Positive and negative connotations should play a secondary and background role within effective image structure. Image effectiveness itself should be understood as the result of employing a set of techniques with the most important of them being adequate positioning, target audience segmentation and exploiting the specific features of the state.