The theses presented in this study substantiate the hypothesis that non-state actors can play a role in public diplomacy implementation. This aligns with the theory of network diplomacy and the concept of new public diplomacy, a state's strategy of public diplomacy, albeit within certain limitations. These limitations include the necessity for such activities to align with strategic government goals and national (or even global) interests. The research involves an analysis of our recent survey results from Ukrainian students (400 respondents), focusing on cross-cultural communications implementation, the extent of involvement in promoting Ukrainian narratives internationally, barriers hindering individuals from becoming public diplomacy agents, and the channels and methods for such activities. Furthermore, the study delves into the challenges and opportunities faced by a government seeking to execute effective public diplomacy initiatives and use soft power to enforce national interests and strategic goals efficiently.