Zelensky the Great Communicator

The war between Russia and Ukraine has demonstrated the value of strategic communications as both sides make their case to domestic and global audiences. So far, Ukrainian President Zelensky is beating Russian President Putin hands down and has managed to transform European perceptions significantly.

In my book Guerrilla Communications, I underscore the main attributes of an excellent spokesperson. Effective spokespersons are honest, direct, use simple language, utilize brief messages, produce memorable soundbites, and connect with their audiences.

They are aware of their surroundings, conscious of their body language, use imagery effectively, and make each member of the audience believe that the spokesperson is communicating solely with them.

“The fight is here. I need ammunition, not a ride” said Zelensky when offered a safe way out of Ukraine when the Russian invasion began.

In a world of fake news, Zelensky has managed to touch the emotions of a worldwide audience as he bravely leads the Ukrainian resistance to the Russian advances. “When you attack, you will see our faces, not our backs” also reflects his ability to craft fighting words and deliver them effectively.

A trained actor, director, and scriptwriter, Zelensky appears to have been born for this moment in his country’s history. One commentator referred to him as the “Jewish Winston Churchill” after his masterful address to the British House of Commons.

His messages focus on four main points: the bravery of Ukrainians, calling for Russia to stop the war, convincing NATO to establish no-fly zones, and why Ukraine deserves global support against the Russian invader.

Thus far, he has succeeded in gaining almost total global support for Ukraine. His messages may be reaching some in Russia, among the tens of thousands who demonstrate daily against the war. He has yet to convince Russia to end its vicious invasion since Putin has no intention of backing down. As a dictator, he cannot afford to be seen losing this campaign, and will use any weapon or tactic to win. He has also not yet been able to get NATO to establish a no-fly zone.

But his rhetoric and communications techniques are convincing many that NATO should intervene in some way.

Indeed, he has been invited to address the Canadian House of Commons on March 15th due to his performance to date. Zelensky knows that he must galvanize public opinion in NATO member states if their governments are to take a step towards intervention.

As Evan Nierman wrote recently in The Hill, “Whether he is reporting news in cryptic sound bites on Twitter or speaking from a gloomy subterranean bunker or darkened streets, Ukraine’s President Volodymyr Zelensky continues to demonstrate the enormous impact of harnessing powerful messages and sharing them with the right tone and authority.

“In addition to his undeniable bona fide leadership skills, Zelensky is also providing a master class in strategic communications. Political leaders across the globe could learn much from Zelensky’s skillfully straightforward talk—so different from the usual Washington partisan sniping or smoke-and-mirrors repartee we often see. Zelensky’s eloquence has not only captured the attention of the world, it has proven the catalyst to major policy shifts.”

Indeed, Zelensky’s global appeal has led Germany to reverse decades old policies aimed at limiting its foreign military activities. Incoming Chancellor Olaf Scholz announced the freezing of the Nord Stream 2 pipeline and the export of lethal military equipment to Ukraine reversing the policies espoused by former Chancellor Angela Merkel.

Zelensky demonstrates warmth and empathy at every encounter, and this translates into positive results from his audiences.
No one knows how this war will turn out.

But Zelensky’s place in history as an exemplary leader is almost guaranteed.

Keep reading: Ukraine: Do We Have the Time?

Edición: Laura Espejo