Yaroslav Shevelev, CEO, New Media Centre
DIGITAL DIPLOMACY: WHY FUTURE LIES WITH UNITED MEDIA NETWORKS
In today’s world, the digital landscape is introducing a new set of rules, and collaboration with influencers united in media networks has become a vital tool for achieving explicit goals in business, tourism, and state affairs. “This isn’t just about audience reach—it’s about solving certain challenges, from boosting tourism to attracting investment,” notes Yaroslav Shevelev, CEO of the New Media Centre*.
POWER OF EMOTIONAL ENGAGEMENT
Research shows that, on average, Russians spend six hours a day on social media, with 92.2% surfing the internet most of their time. For younger generations, social networks have become the primary source of knowl edge about the world—where trends are set, like-minded people connect, and lifestyle is shaped.
The secret behind such influence is veracity. Unlike traditional media, influencers track with their audience through personal experience—emo tionally charged stories. When a blog ger shares genuine feelings, it sparks dialogue—likes, comments, and re posts. Thus, the author becomes more than just a source of information, but someone whom people truly trust. In fluencers are seen as credible media resources precisely because they are ordinary people who have built their online presence from scratch.
Research shows that, on average, Russians spend six hours a day on social media, with 92.2% surfing the internet most of their time. For younger generations, social networks have become the primary source of knowl edge about the world—where trends are set, like-minded people connect, and lifestyle is shaped.
The secret behind such influence is veracity. Unlike traditional media, influencers track with their audience through personal experience—emo tionally charged stories. When a blog ger shares genuine feelings, it sparks dialogue—likes, comments, and re posts. Thus, the author becomes more than just a source of information, but someone whom people truly trust. In fluencers are seen as credible media resources precisely because they are ordinary people who have built their online presence from scratch.
Sharing genuine feelings sparks dialogue and turns a blogger from just a source of information into someone whom people truly trust.
FROM FRAGMENTATION TO COHESIVENESS
The world has long recognised the power of bloggers, with tens of thou sands of influencers generating millions of views daily. Yet for years, this remained a fragmented movement, where each individual pursued only personal interests.
This changed in August 2023 with the launch of the “New Media Centre,” which responded to a pressing need—uniting leading content creators to implement large-scale media initia tives of significance to governments and businesses.
It established effective collaboration between bloggers, state institutions, and the business community. Today, the media network unites 600 major influencers from multiple countries.
Since its launch, the network has produced over 2,500 publications, promoting tourism, business, trade, sports, culture, the space industry, and other socially important sectors. This demonstrates that a systematic approach to content creation is now more relevant than ever.
The world has long recognised the power of bloggers, with tens of thou sands of influencers generating millions of views daily. Yet for years, this remained a fragmented movement, where each individual pursued only personal interests.
This changed in August 2023 with the launch of the “New Media Centre,” which responded to a pressing need—uniting leading content creators to implement large-scale media initia tives of significance to governments and businesses.
It established effective collaboration between bloggers, state institutions, and the business community. Today, the media network unites 600 major influencers from multiple countries.
Since its launch, the network has produced over 2,500 publications, promoting tourism, business, trade, sports, culture, the space industry, and other socially important sectors. This demonstrates that a systematic approach to content creation is now more relevant than ever.
«We see how systematic collaboration with media networks delivers measurable results for our partners. Those who embrace this new reality and learn to communicate veraciously are shaping the future of international relations».
MATHEMATICS OF CHANGING REALITY
The effectiveness of a media net work can be measured with simple arithmetic. Consider a major blogger whose content reaches over 100,000 real followers. If ten influencers from one country visit another as honoured guests for a week, their combined coverage would reach between one and five million users.
An itinerary for such a blog tour might include historical landmarks, industrial sites, and cultural hubs, as well as meetings with public officials and business leaders. This firsthand content cultivates a positive image of the host country, attracts new tour ists, and paves the way for future business collaboration.
The effectiveness of a media net work can be measured with simple arithmetic. Consider a major blogger whose content reaches over 100,000 real followers. If ten influencers from one country visit another as honoured guests for a week, their combined coverage would reach between one and five million users.
An itinerary for such a blog tour might include historical landmarks, industrial sites, and cultural hubs, as well as meetings with public officials and business leaders. This firsthand content cultivates a positive image of the host country, attracts new tour ists, and paves the way for future business collaboration.
ARCHITECTURE OF GLOBAL INFLUENCE
While the New Media Centre united Russian influencers around socially significant projects, the next step is the “International MediaHub”—a platform for cross-cultural engagement. It integrates opinion leaders from diverse nations into a single ecosystem, enabling them to produce coordinated content that promotes shared values and fosters international cooperation. This work is advanced through international forums and working meetings.
To create content that shapes an appealing image of nations and in dustries, roadmaps have been devel oped. The result is content that seam lessly fits into blog formats while effectively dismantling stereotypes and presenting an unbiased view of partner nations. This way, fragmented blogs transform into a powerful tool for international collaboration, where every post contributes to a broader strategy.
A cornerstone of this system is the Media Communications Forum—a large-scale event in the field of inter national media partnerships. In 2026, Moscow will host 1,800 participants from dozens of countries, including opinion leaders from the SCO+ and BRICS+ nations, as well as govern ment officials, business leaders, and media holdings. This forum serves as a direct dialogue platform between those who shape public opinion and those committed to advancing inter national cooperation.
While the New Media Centre united Russian influencers around socially significant projects, the next step is the “International MediaHub”—a platform for cross-cultural engagement. It integrates opinion leaders from diverse nations into a single ecosystem, enabling them to produce coordinated content that promotes shared values and fosters international cooperation. This work is advanced through international forums and working meetings.
To create content that shapes an appealing image of nations and in dustries, roadmaps have been devel oped. The result is content that seam lessly fits into blog formats while effectively dismantling stereotypes and presenting an unbiased view of partner nations. This way, fragmented blogs transform into a powerful tool for international collaboration, where every post contributes to a broader strategy.
A cornerstone of this system is the Media Communications Forum—a large-scale event in the field of inter national media partnerships. In 2026, Moscow will host 1,800 participants from dozens of countries, including opinion leaders from the SCO+ and BRICS+ nations, as well as govern ment officials, business leaders, and media holdings. This forum serves as a direct dialogue platform between those who shape public opinion and those committed to advancing inter national cooperation.
STEER ATTENTION—STEER FUTURE
The New Media Centre has demonstrated that independent creators are eager to support projects beneficial to society.
“Those who understand how to integrate influencers into their strategy will be a step ahead,” believes Yaroslav Shevelev.
Today, every country is a brand in need of strategic positioning. Through international media net works, nations can steer perceptions, create positive images, and attract in vestment. When diverse voices unite around a common purpose, they be come a powerful tool of international diplomacy.
The New Media Centre has demonstrated that independent creators are eager to support projects beneficial to society.
“Those who understand how to integrate influencers into their strategy will be a step ahead,” believes Yaroslav Shevelev.
Today, every country is a brand in need of strategic positioning. Through international media net works, nations can steer perceptions, create positive images, and attract in vestment. When diverse voices unite around a common purpose, they be come a powerful tool of international diplomacy.
The material was prepared in cooperation with
writer and blogger Natalia Khaimova.
*In 2026, the New Media Centre will change its name to the International Media Hub.