<p>This study examines the communicative management of public diplomacy in Spanish embassies, analysing their structures, resources and practices in the context of the evolution towards more participatory and digital models. The research, based on surveys of Spanish embassies, reveals a widespread adoption of communication plans and digital practices, albeit with variations in their sophistication and scope. The results indicate an ongoing transition from a traditional model of public information towards a more sophisticated and bidirectional public diplomacy. An emphasis on social media management and digital content creation is observed, reflecting an adaptation to the dynamics of digital media. However, significant challenges are identified in terms of professionalisation, strategic planning and audience understanding. The structure and composition of communication teams suggest that the ‘organisational logic’ of modern public diplomacy has not yet been fully achieved. It is concluded that, although Spanish embassies have made progress in adopting modern public diplomacy practices, they still face significant challenges in fully aligning with contemporary models and maximising their effectiveness in projecting Spain’s soft power.</p>