Zelensky’s communication – Our analysis in 10vor10

He offers security, he provides direction and strength, he stands for stability – come what may. Volodymyr Zelensky stands for a new kind of leadership through approachable, transparent and fact-based communication.

Volodymyr Zelensky’s public appearances are personal and approachable. He makes personal references to his own history, to his grandfather. Zelensky knows what he is talking about and addresses responsible citizens. He expects something from them. And he also reaches out to the people in Russia. This provides security, direction and strength. The Ukrainian president stands for stability and evokes confidence and conviction with his appearances. He doesn’t sugarcoat anything.

To create such a level of trust only during a crisis is impossible. Trust must have been established beforehand. Even before the war, he demonstrated this ability to engage in dialogue, to identify with citizens. He had already shown himself to have his finger on the pulse of an emancipated society and remains true to his principles. The best example of this is his emancipated wife, who now shows the same courage as he does.

Volodymyr Zelensky also reaches a young generation; the future is what this is all about. He demonstrates his ability as a leader every minute of the day – and not least thanks to his incredible communication skills.

In the focus segment 10vor10, Nathaly Bachmann assesses the communication of the Ukrainian president and analyzes why it is so successful.

Find out more about successful crisis communication in our crisis guide.