How Zelensky Rallies a Nation
Volodymyr Zelensky is the man of the moment and reams of video and comment are hitting the internet, analysing his chances of survival and his effect on history.
As all readers of this blog know, we look for the communications lessons in current affairs and Zelensky is giving us all a text book illustration of not just leadership, but the use of modern communications skills. He uses not just words but mobile phone video to mobilise and galvanise his country.
The short self-shot videos from the President’s own phone are likely to become part of the way leaders communicate in the future. Zelensky used them last week to dispel rumours that Ukraine’s leaders had fled the country.
One shows him in front of a known landmark, openly walking the streets of Kyiv, despite the death threats against him.
In this next video – very short, filmed on his phone at night – he shows five of the country’s leadership, naming each one, and saying: “Everyone is here.”
In both cases, simple, unsophisticated and yet so powerful. Note the very short sentences such as ‘Everyone is here’. And lots of repetition.
These simple often very short, adlibbed messages are in stark contrast to Russian President Putin’s set piece addresses. Putin is professionally filmed, flanked by the uniformed and decorated officers of the Russian military and often speaks for more than an hour.
The Zelensky style is clearly resonating with his countrymen and women. It is also perfect for western audiences including the young. And the style is much more likely to appeal to those younger Russians who, it is said, are busy sharing alternative material on the war in contrast to that put out by the state-controlled media.
Even Zelensky’s more formal addresses are short and stunning in their simplicity. The President has repeatedly appeared behind a podium in olive green clothes that could be combat wear although there are absolutely no medals or military paraphernalia in sight. The sub text is – I am one of you. This is not about my position and the trappings of state. It’s about the fight at hand.
There have also been some inspired and history-making quotes. Offered ‘extraction’ by the American military, Zelensky said:
“I don’t need a ride. I need more ammunition.”
Later, in a longer address, he explained that Ukrainians will defend themselves:
“By attacking us you will see our faces. Not our backs, our faces.” In this speech he is directly addressing the people of Russia and he does wear a shirt and tie, and has a picture and the Ukrainian flag. A different staging for a different audience.
This whole speech is in my view brilliant on a technical level as well as historically, chillingly important, from a man with a target on his back.
Short sentences. Lots of personal anecdote. Simple language.
The former actor, former comedian, former sit-com President, is using the skills of that trade to shape Europe’s history. As my own brother put it to me: whatever happens to him he has, in some ways, already won. He will never be forgotten.
Lindsay Williams is based in London but runs training sessions in multiple time zones, including the US, Europe, Africa and Asia, working online or travelling to host small and large scale training events. With 20 years of experience as a communications consultant with corporations and international organisations, Lindsay also runs Personal Impact Training and Pitching Via Zoom courses.
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So true. Authenticity is a key component of effective communication. And Zelensky has it in spades.
Lindsay – an excellent analysis of an historic figure in the making. Thank you for another thoughtful piece on current events through the prism of communications.