“soft power”

The article reviews the basics of the concept of “soft power”, which is actively used by the United States to promote its interests in the essential country of Southeastern Asia – the Socialist Republic of Vietnam. Basing on studying of materials of Executive authorities of the United States, such as the State Department and the U.S.

Results of a survey of representatives of leading universities of Saratov region are analyzed in this article. Experts were asked about the current and potential possibilities of using resources of scholarly and educational organizations in terms of achievement of public diplomacy goals. Based on this survey, key directions of optimization of regional universities’ potential and their functioning as subjects of “soft power” for neighboring countries and beyond are systemized and substantiated.