A REASSESSMENT OF THE REPUBLIC OF AZERBAIJAN’S PUBLIC DIPLOMACY STRUCTURE IN IRAN
The geopolitical developments in the South Caucasus following the Second Karabakh War in 2020 and the new regional configurations between 2024 and 2026 have established the Republic of Azerbaijan as a pivotal actor in the regional security system. However, despite Baku’s military and diplomatic advancements, its public diplomacy when engaging with non-Azerbaijani segments of Iranian society has consistently faced fundamental challenges. This policy paper, with a strategic and impartial perspective, analyzes the roots of Baku’s failure to penetrate various layers of Iranian society and, by identifying latent potentials, outlines a roadmap for transitioning from confrontation to positive influence. Analyses indicate that despite possessing soft power assets such as a secular development model, modern urban infrastructure, and shared intellectual heritage, Baku has been unable to become an attractive soft power for the general Iranian public due to its reliance on ethno-centric approaches.
