Zelensky and the Power of PR: Dissecting the Historic Visit of the Ukrainian President to the UK
It has been clear since the start of the conflict that Ukraine’s fight for its freedom and democracy would extend beyond the battlefield. While Vlodoymyr Zelensky for the most part has remained in his home country directing the war from his headquarters in Kyiv, his visits to the US and the UK have been the centrepieces of his PR triumph. These foreign appearances have played an important role in helping Ukraine garner global support for its cause in the form of financial, humanitarian and military aid. Zelensky’s efforts have also served to contrast the Kremlin’s disinformation campaigns, which have unsuccessfully tried to justify Russia’s illegal invasion.
This past week, the Ukrainian president was welcomed warmly as he touched down at Stansted Airport where he was greeted by British Prime Minister Rishi Sunak. A packed day of press conferences and meetings followed, as Zelensky addressed both Houses of Parliament and met privately with King Charles and the PM. The end of this hectic but historic day came with a renewed sense of optimism regarding Ukraine’s fight against tyranny, thanks to the confirmation of the close-knit relationship between the West and Kyiv. Furthermore, the willingness that has been shown by the UK to provide fighter jets has helped to dispel rumours of any strong disagreements on military matters between the two sides.
When analysing both of Zelensky’s visits to the US and UK, we may find various similarities in the speeches made by the Ukrainian leader that have characterised the success of his communication campaign. In his addresses at Westminster Hall and the US Capitol, on both occasions, Zelensky’s words were charged with symbolism that drew heavily from the military hardships of both host countries. Direct references to Winston Churchill and Franklin D. Roosevelt served to evoke vivid memories that have certainly helped the West relate to the struggles that Ukraine is currently facing. One of the defining moments of Zelensky’s UK appearance occurred at the end of his speech at Westminster Hall as he signed off with a V for victory hand sign, which was originally coined by Churchill during the Second World War. Despite being a simple gesture, media outlets were quick to pick up the symbolic value of this action, which struck a particular chord with the audience in attendance.
Another recurring communication strategy that Zelensky has employed while abroad has been framing the conflict strictly as a fight for freedom. This specific language has become a staple in the vocabulary of the Ukrainian leader, given that it portrays his cause as a noble one and bypasses the negative connotations that are normally associated with armed conflict. During his Westminster address, Zelensky famously stated: “We have freedom, give us wings to protect it”. In this instance, the powerful imagery used reminds us in a subtle way that Ukraine’s freedom is tied to military assistance from the West. Zelensky has always applied a great deal of pressure on his allies to grant his military wishes. Despite this, he has rarely overstepped the mark nor have his requests become redundant. Ultimately, the use of a simple yet effective communication strategy, delivered in English, has gone a long way in securing global diplomatic and material support for his country.
When we consider Zelensky’s image one of the first things that springs to mind is his distinctive attire that has made him stand out both at home and abroad. The trademark military t-shirt and trousers that accompany the president wherever he goes have redefined how modern leaders present themselves in times of war. Through his unwillingness to conform to the usual formal attire of suit and tie, Zelensky has been able to transmit a sense of urgency to his allies while also displaying solidarity with his people. This ironclad commitment to a specific cause has been nothing short of inspiring and it should be taken as an example from the West, which on more than one occasion has questioned its support for Ukraine. Certainly, Zelensky’s background in the entertainment industry has helped him craft and refine this down-to-earth but resilient character that has conquered our screens over the past year. The broader communication strategy laid out around him must also be considered highly successful, as the concessions granted to Kyiv during his visit to the UK are a testament to this. Now that Ukraine has reinforced its bargaining position in regard to obtaining new fighter aircraft, we now wait and see in the hope that the UK will not go back on its promises.