Review: The modern Russian political science and practice interpret the term “soft power” very widely. It is due to the fact that the “soft power” concept was taken from the Anglo-Saxon neo-liberal literature, interpreted into Russian by several authors at once, and they did not even try to synchronize these interpretation, thus each of them has put a different meaning into the term “soft power”, and these meanings differ from the classical neo-liberal works. Many Russian authors did not use an interpretation at all (since many people in the Russian Federation know English language), and based their understanding of the term “soft power” solely on their intuition. As a result many interpretations of this term appeared, and they are often rather far from the original, causing confusion in the studies of experience of applying soft power instruments in the foreign policy of the modern states.

Keywords: international relations, foreign policy, Russia, soft power, conflicts, diplomacy, state, interests, values, security.

Contact information: Budaev, Andrey Vladimirovich, Rua Professor Azevedo Marques, 50 - Leblon CEP.: 22450-030, Rio de Janeiro – RJ

References:
Karpovich O.G. Konflikty tsivilizatsiy: aktual'nye problemy // Mezhdunarodnye otnosheniya.-2014.-1.-C. 62-67. DOI: 10.7256/2305-560X.2014.1.9000.
Valiullin I.I. Evolyutsiya ponyatiya «informatsionnaya voyna» v politicheskoy nauke // Mezhdunarodnye otnosheniya.-2014.-1.-C. 68-74. DOI: 10.7256/2305-560X.2014.1.10064.
Borodinov E.N. Prichiny i sledstviya gosudarstvennogo perevorota na Ukraine // NB: Mezhdunarodnye otnosheniya.-2014.-3.-C. 36-59. DOI: 10.7256/2306-4226.2014.3.11501. URL: http://www.e-notabene.ru/wi/article_11501.html
Interv'yu rukovoditelya Federal'nogo agentstva po delam Sodruzhestva Nezavisimykh Gosudarstv, sootechestvennikov, prozhivayushchikh za rubezhom, i po mezhdunarodnomu gumanitarnomu sotrudnichestvu (Rossotrudnichestvo) K.I. Kosacheva gazete «Vedomosti», opublikovannoe 13 marta 2014 goda.
Putin V.V. «Rossiya i menyayushchiysya mir». // «Moskovskie novosti». 27 fevralya 2012 g.
Alekseeva T.A. Nasilie i demokratiya v politike SShA: [Tekst] // Mezhdunarodnye protsessy.-2008.-№ 2.-S. 33.
Stat'ya zamestitelya Ministra inostrannykh del Rossii S.A. Ryabkova «Latinskaya Amerika trebuet osobogo podkhoda», zhurnal «Mezhdunarodnaya zhizn'», № 2, fevral' 2012g., str.14.
Vystuplenie prezidenta V.V. Putina na soveshchanii poslov i postoyannykh predstaviteley Rossiyskoy Federatsii po teme «Rossiya v menyayushchemsya mire: preemstvennost' prioritetov i novye vozmozhnosti». — http://kremlin.ru/news/15902
Poslanie Prezidenta Federal'nomu Sobraniyu 12 dekabrya 2013 g. http://www.kremlin.ru/news/19825
Kontseptsiya vneshney politiki Rossiyskoy Federatsii http://www.mid.ru/brp_4.nsf/0/6D84DDEDEDBF7DA644257B160051BF7F
Popov V. I. Sovremennaya diplomatiya. Teoriya i praktika. – M.: Nauchnaya kniga, 2000, s. 484
Kononenko V.A. Sozdat' obraz Rossii? // Rossiya v global'noy politike. 2006. T. 4. № 2. S. 195.
Galumov A.E. Opyt publichnoy diplomatii v formirovanii imidzha Evropeyskogo soyuza v Rossiyskoy Federatsii. / Diss. … kand. polit. nauk. M. 2012. S.
Public Diplomacy and the Future, Hearing before the Subcommittee on International Relations. H. R. 95-th Congress / 1st Session. Washington, DC, 1977, p. 685
Bardos A. Public Diplomacy: An Old Art, A new Profession // Virginia Quarterly Review, Summer 2001 // http://www.vgranline.org/articles/2001/summer/lardos_public?diplomacy
Definitions of Public Diplomacy // http://fletcher.tufts.edu/Murrow/Diplomacy/Definitions
Rosenau J. The Scientific Study of Foreign Policy.-N.Y., 1971; Rosenau J. Turbulence in World Politics: a Theory of Change and Continuity. – Harvester Wheasheaf. 1990.
Karpovich O.G. Sravnitel'nyy analiz kontseptsiy, modeley i tekhnologiy upravleniya mezhdunarodnymi konfliktami Rossii, SShA i Evropeyskogo Soyuza. / O.G. Karpovich. // Vestnik rossiyskoy natsii.-2012.-№2.
Zenkov A.R. Vzaimodeystvie religioznykh organizatsiy i gosudarstva v sovremennoy Rossii (na primere Russkoy pravoslavnoy tserkvi) / Diss…kand.polit.nauk. M., 2013.
Keohane R. Power and Governance in a Partially Globalized World. 2002; Keohane R., Joseph S. Nye Jr. Power and Interdependence: World Politics in Transition. 1977.
Nye J. Soft Power: The Means to Success in World Politics (New York: Public Affairs Group, 2004).
Shelov-Kovedyaev F.V. Mirovoy krizis i instrumentariy "myagkoy sily" dlya Rossii: [Tekst] // Bezopasnost' Evrazii.-2009.-№ 3.-S. 218.
Kazantsev, A.A., Merkushev V.N. Rossiya i postsovetskoe prostranstvo: perspektivy ispol'zovaniya myagkoy sily: [Tekst] // Polis (Politicheskie issledovaniya).-2008.-№ 2.-S. 122.
Lebedeva M.M., For Zh. Vysshee obrazovanie kak potentsial "myagkoy sily" Rossii: [Tekst] / M.M. Lebedeva, Zh. For // Vestnik MGIMO universiteta.-2009.-№ 6.-S. 200.
Kapitsyn V.M. Kosmopolitizm-komponent "myagkoy sily" i global'nogo upravleniya: [Tekst] // Nauchno-analiticheskiy zhurnal Obozrevatel'-Observer.-2009.-№ 10.-S. 70.
Sukharev A.I. Politicheskoe stanovlenie sub'ektov setevykh gumanitarnykh vzaimodeystviy v mezhdunarodnykh otnosheniyakh global'nogo mira. Avtoreferat dissertatsii na soiskanie uchenoy stepeni doktora politicheskikh nauk., M., 2011, S. 44.
Alekseeva T.A. Sovremennye politicheskie teorii: opyt Zapada: Kurs lektsiy. M. ROSSPEN. 2000. 479 s.
Filimonov G.Yu.. Aktual'nye voprosy formirovaniya strategii «myagkoy sily» vo vneshney politike Rossiyskoy Federatsii // Mezhdunarodnye otnosheniya. – 2014. – № 1. – S. 104-107. DOI: 10.7256/2305-560X.2013.4.9419.
Demidov A.V. Ot «myagkoy sily» k «upravlyaemomu khaosu». // Mezhdunarodnye otnosheniya. 2014. №2.
Tsygankov P.A. Mezhdunarodnye otnosheniya. – M., 1996.
Kurilkin A.V. Sovremennye podkhody k vedeniyu informatsionnykh voyn // Mezhdunarodnye otnosheniya.-2014.-1.-C. 75-80. DOI: 10.7256/2305-560X.2014.1.10063.
Spiridonov V.V. Ekonomicheskie prichiny politicheskogo konflikta na Ukraine // NB: Mezhdunarodnye otnosheniya.-2014.-4.-C. 45-78. DOI: 10.7256/2306-4226.2014.4.11528. URL: http://www.e-notabene.ru/wi/article_11528.html
Manoylo A.V. O protivodeystvii rasprostraneniyu ideologii «tsvetnykh revolyutsiy» v universitetskoy studencheskoy srede // Mezhdunarodnye otnosheniya.-2013.-4.-C. 420-423. DOI: 10.7256/2305-560X.2013.4.9755.

References (transliteration):
Karpovich O.G. Konflikty tsivilizatsiy: aktual'nye problemy // Mezhdunarodnye otnosheniya.-2014.-1.-C. 62-67. DOI: 10.7256/2305-560X.2014.1.9000.
Valiullin I.I. Evolyutsiya ponyatiya «informatsionnaya voyna» v politicheskoy nauke // Mezhdunarodnye otnosheniya.-2014.-1.-C. 68-74. DOI: 10.7256/2305-560X.2014.1.10064.
Borodinov E.N. Prichiny i sledstviya gosudarstvennogo perevorota na Ukraine // NB: Mezhdunarodnye otnosheniya.-2014.-3.-C. 36-59. DOI: 10.7256/2306-4226.2014.3.11501. URL: http://www.e-notabene.ru/wi/article_11501.html
Interv'yu rukovoditelya Federal'nogo agentstva po delam Sodruzhestva Nezavisimykh Gosudarstv, sootechestvennikov, prozhivayushchikh za rubezhom, i po mezhdunarodnomu gumanitarnomu sotrudnichestvu (Rossotrudnichestvo) K.I. Kosacheva gazete «Vedomosti», opublikovannoe 13 marta 2014 goda.
Putin V.V. «Rossiya i menyayushchiysya mir». // «Moskovskie novosti». 27 fevralya 2012 g.
Alekseeva T.A. Nasilie i demokratiya v politike SShA: [Tekst] // Mezhdunarodnye protsessy.-2008.-№ 2.-S. 33.
Stat'ya zamestitelya Ministra inostrannykh del Rossii S.A. Ryabkova «Latinskaya Amerika trebuet osobogo podkhoda», zhurnal «Mezhdunarodnaya zhizn'», № 2, fevral' 2012g., str.14.
Vystuplenie prezidenta V.V. Putina na soveshchanii poslov i postoyannykh predstaviteley Rossiyskoy Federatsii po teme «Rossiya v menyayushchemsya mire: preemstvennost' prioritetov i novye vozmozhnosti». — http://kremlin.ru/news/15902
Poslanie Prezidenta Federal'nomu Sobraniyu 12 dekabrya 2013 g. http://www.kremlin.ru/news/19825
Kontseptsiya vneshney politiki Rossiyskoy Federatsii http://www.mid.ru/brp_4.nsf/0/6D84DDEDEDBF7DA644257B160051BF7F
Popov V. I. Sovremennaya diplomatiya. Teoriya i praktika. – M.: Nauchnaya kniga, 2000, s. 484
Kononenko V.A. Sozdat' obraz Rossii? // Rossiya v global'noy politike. 2006. T. 4. № 2. S. 195.
Galumov A.E. Opyt publichnoy diplomatii v formirovanii imidzha Evropeyskogo soyuza v Rossiyskoy Federatsii. / Diss. … kand. polit. nauk. M. 2012. S.
Public Diplomacy and the Future, Hearing before the Subcommittee on International Relations. H. R. 95-th Congress / 1st Session. Washington, DC, 1977, p. 685
Bardos A. Public Diplomacy: An Old Art, A new Profession // Virginia Quarterly Review, Summer 2001 // http://www.vgranline.org/articles/2001/summer/lardos_public?diplomacy
Definitions of Public Diplomacy // http://fletcher.tufts.edu/Murrow/Diplomacy/Definitions
Rosenau J. The Scientific Study of Foreign Policy.-N.Y., 1971; Rosenau J. Turbulence in World Politics: a Theory of Change and Continuity. – Harvester Wheasheaf. 1990.
Karpovich O.G. Sravnitel'nyy analiz kontseptsiy, modeley i tekhnologiy upravleniya mezhdunarodnymi konfliktami Rossii, SShA i Evropeyskogo Soyuza. / O.G. Karpovich. // Vestnik rossiyskoy natsii.-2012.-№2.
Zenkov A.R. Vzaimodeystvie religioznykh organizatsiy i gosudarstva v sovremennoy Rossii (na primere Russkoy pravoslavnoy tserkvi) / Diss…kand.polit.nauk. M., 2013.
Keohane R. Power and Governance in a Partially Globalized World. 2002; Keohane R., Joseph S. Nye Jr. Power and Interdependence: World Politics in Transition. 1977.
Nye J. Soft Power: The Means to Success in World Politics (New York: Public Affairs Group, 2004).
Shelov-Kovedyaev F.V. Mirovoy krizis i instrumentariy "myagkoy sily" dlya Rossii: [Tekst] // Bezopasnost' Evrazii.-2009.-№ 3.-S. 218.
Kazantsev, A.A., Merkushev V.N. Rossiya i postsovetskoe prostranstvo: perspektivy ispol'zovaniya myagkoy sily: [Tekst] // Polis (Politicheskie issledovaniya).-2008.-№ 2.-S. 122.
Lebedeva M.M., For Zh. Vysshee obrazovanie kak potentsial "myagkoy sily" Rossii: [Tekst] / M.M. Lebedeva, Zh. For // Vestnik MGIMO universiteta.-2009.-№ 6.-S. 200.
Kapitsyn V.M. Kosmopolitizm-komponent "myagkoy sily" i global'nogo upravleniya: [Tekst] // Nauchno-analiticheskiy zhurnal Obozrevatel'-Observer.-2009.-№ 10.-S. 70.
Sukharev A.I. Politicheskoe stanovlenie sub'ektov setevykh gumanitarnykh vzaimodeystviy v mezhdunarodnykh otnosheniyakh global'nogo mira. Avtoreferat dissertatsii na soiskanie uchenoy stepeni doktora politicheskikh nauk., M., 2011, S. 44.
Alekseeva T.A. Sovremennye politicheskie teorii: opyt Zapada: Kurs lektsiy. M. ROSSPEN. 2000. 479 s.
Filimonov G.Yu.. Aktual'nye voprosy formirovaniya strategii «myagkoy sily» vo vneshney politike Rossiyskoy Federatsii // Mezhdunarodnye otnosheniya. – 2014. – № 1. – S. 104-107. DOI: 10.7256/2305-560X.2013.4.9419.
Demidov A.V. Ot «myagkoy sily» k «upravlyaemomu khaosu». // Mezhdunarodnye otnosheniya. 2014. №2.
Tsygankov P.A. Mezhdunarodnye otnosheniya. – M., 1996.
Kurilkin A.V. Sovremennye podkhody k vedeniyu informatsionnykh voyn // Mezhdunarodnye otnosheniya.-2014.-1.-C. 75-80. DOI: 10.7256/2305-560X.2014.1.10063.
Spiridonov V.V. Ekonomicheskie prichiny politicheskogo konflikta na Ukraine // NB: Mezhdunarodnye otnosheniya.-2014.-4.-C. 45-78. DOI: 10.7256/2306-4226.2014.4.11528. URL: http://www.e-notabene.ru/wi/article_11528.html
Manoylo A.V. O protivodeystvii rasprostraneniyu ideologii «tsvetnykh revolyutsiy» v universitetskoy studencheskoy srede // Mezhdunarodnye otnosheniya.-2013.-4.-C. 420-423. DOI: 10.7256/2305-560X.2013.4.9755.

Review: In this article the authors attempt to evaluate the importance of organization of the PR –campaign for the transfer to the RER. The study of these issues is influenced by the RER-sphere, since it is important for the journalist and PR-clients to learn professional terminology to make the general public and business circles more informed. The object of studies involves national strategies for the RER transition in France and in Russia, since the trend for sustainable development society formation is the main goal in the agenda of both Russia and France. Based upon the comparative analysis of practice in France and in Russia the authors evaluate the transition to the RER as a social process, offering specific solutions for the problems, which appear in the course of transfer to the RER. Studies of the role of the PR-campaigns in the process of transition to the RER is an novel direction in the humanities. Lack of special studies of importance of the PR campaigns in the process of transition to the RER significantly slows down the processes of economic and social transformation. Examples of PR- campaigns in France and in Russia are quite reflective of use of successful features and overcoming the existing problems.

Keywords: transfer to the RER, France, Russia, Shevyakova, Kuznetsov, trends, alternative energy, social process, geothermal energy, solar energy.

Contact information: Shevyakova, Alina Vyacheslavovna, 119545, Russia, Moskva, Vernadskogo pr. 76

References:
1. Informatsiya s sayta pac blogURL:http://blog.pac-online.com/2011/04/key-technologies-2015-in-france-attention-it-revolution-ahead/ URL:http://energysafe.ru/alternative_energy/alternative_energy/736/
2. Shevchenko N. Natsional'naya energeticheskaya strategiya razvitiya Rossii: prioritetnye napravleniya razvitiya// URL:http://e-conf.nkras.ru/konferencii/2010/Shevchenko.pdf
3. Bazhanov A., Tyukhov I. Energeticheskaya strategiya Rossii i razvitie vozobnovlyaemoy energetiki// URL:http://mpra.ub.uni-muenchen.de/13702/1/MPRA_paper_13702.pdf
4. Energeticheskaya strategiya razvitiya Rossii v period do2030 goda// URL:http://minenergo.gov.ru/activity/energostrategy/ch_6.php#l10
5. Shevchenko N. Natsional'naya energeticheskaya strategiya razvitiya Rossii: prioritetnye napravleniya razvitiya//URL: http://e-conf.nkras.ru/konferencii/2010/Shevchenko.pdf
6. Pobedonostseva V.V Energosberezheniya i faktory vliyaniya // URL:http://www.iep.kolasc.net.ru/mat2012-2.pdf#page=129
7. URL:http://minenergo.gov.ru/activity/energoeffektivnost/population/#a3
8. URL:http://www.rushydro.ru/industry/russianhydropower/
9. Interv'yu O. Popelya Dlya effektivnogo ispol'zovaniya VIE uzhe segodnya vo mnogikh regionakh i sektorakh ekonomiki Rossii slozhilis' nishi// URL:http://www.jiht.ru/about/jiht-media/EB-14%20Rus%20[Light].pdf#page=26
10. URL:http://minenergo.gov.ru/activity/vie/
11. URL:http://www.buzdalin.ru/text/innovation_rus.pdf
12. Interv'yu O. Popelya Dlya effektivnogo ispol'zovaniya VIE uzhe segodnya vo mnogikh regionakh i sektorakh ekonomiki Rossii slozhilis' nishi// URL: http://www.jiht.ru/about/jiht-media/EB-14%20Rus%20[Light].pdf#page=26
13. D.V. Danilenko. The Policy and Structure of an Exclusively Renewable Energy Market. // SENTENTIA. European Journal of Humanities and Social Sciences.-2013.-№ 2.-C. 65-74. DOI: 10.7256/1339-3057.2013.2.10035

References (transliteration):
1. Informatsiya s sayta pac blogURL:http://blog.pac-online.com/2011/04/key-technologies-2015-in-france-attention-it-revolution-ahead/ URL:http://energysafe.ru/alternative_energy/alternative_energy/736/
2. Shevchenko N. Natsional'naya energeticheskaya strategiya razvitiya Rossii: prioritetnye napravleniya razvitiya// URL:http://e-conf.nkras.ru/konferencii/2010/Shevchenko.pdf
3. Bazhanov A., Tyukhov I. Energeticheskaya strategiya Rossii i razvitie vozobnovlyaemoy energetiki// URL:http://mpra.ub.uni-muenchen.de/13702/1/MPRA_paper_13702.pdf
4. Energeticheskaya strategiya razvitiya Rossii v period do2030 goda// URL:http://minenergo.gov.ru/activity/energostrategy/ch_6.php#l10
5. Shevchenko N. Natsional'naya energeticheskaya strategiya razvitiya Rossii: prioritetnye napravleniya razvitiya//URL: http://e-conf.nkras.ru/konferencii/2010/Shevchenko.pdf
6. Pobedonostseva V.V Energosberezheniya i faktory vliyaniya // URL:http://www.iep.kolasc.net.ru/mat2012-2.pdf#page=129
7. URL:http://minenergo.gov.ru/activity/energoeffektivnost/population/#a3
8. URL:http://www.rushydro.ru/industry/russianhydropower/
9. Interv'yu O. Popelya Dlya effektivnogo ispol'zovaniya VIE uzhe segodnya vo mnogikh regionakh i sektorakh ekonomiki Rossii slozhilis' nishi// URL:http://www.jiht.ru/about/jiht-media/EB-14%20Rus%20[Light].pdf#page=26
10. URL:http://minenergo.gov.ru/activity/vie/
11. URL:http://www.buzdalin.ru/text/innovation_rus.pdf
12. Interv'yu O. Popelya Dlya effektivnogo ispol'zovaniya VIE uzhe segodnya vo mnogikh regionakh i sektorakh ekonomiki Rossii slozhilis' nishi// URL: http://www.jiht.ru/about/jiht-media/EB-14%20Rus%20[Light].pdf#page=26
13. D.V. Danilenko. The Policy and Structure of an Exclusively Renewable Energy Market. // SENTENTIA. European Journal of Humanities and Social Sciences.-2013.-№ 2.-C. 65-74. DOI: 10.7256/1339-3057.2013.2.10035