5 Communications Lessons from President Zelenskyy
Ukraine President Volodymyr Zelenskyy is the man of the moment. With his nation under unprovoked attack by Russian President Vladimir Putin, Zelenskyy has stood up to a tyrant and stood by his people. While most of us will never face the level of crisis that Zelenskyy and the people of Ukraine are now facing, there are many lessons to be learned about how this actor-turned-president is communicating effectively during a crisis.
He didn’t leave. Actions speak louder than words, especially when the stakes are high. Zelenskyy showed great courage and integrity when he stayed in Kyiv instead of taking America’s offer to be airlifted out of the country to safety. In a recent interview with The Economist, Zelenskyy explained why he made this decision, saying, “My job is to give a signal so that people know how to act…There was a decision whether to stay or leave…[My decision to stay] was my signal to people about how we should respond to the attack.”
What this means for you: Whatever challenge or crisis your organization is facing, walk the talk. Take actions that model the behaviors and attitudes you want your people to adopt. If you want your employees to listen to each other and work cross-functionally, set up meetings across departments or conduct a listening tour with stops in all of your organization’s offices. Prepare to experience burdens that you’re asking your team to take on too. For example, there may be times when you need to take a pay cut or work longer hours if your employees are having to do the same.
He’s authentic. Zelenskyy speaks plainly and directly, opting for authenticity over image-building. He films video messages on a smartphone from the streets of a Ukrainian city, requiring little if any production resources or rehearsal. “You have to be honest…Be yourself,” he said in the Economist interview. “When you show yourself…maybe people will love you more.”
What this means for you: While press releases and earnings calls may require more formality and restrictions on how you communicate, think about opportunities when you can speak or write informally to employees. Many CEOs are recording one-minute video updates to announce good news, recognize great work, or simply to encourage employees during challenging periods. Consider setting up an internal social media feed or “CEO Corner” column on your company intranet that you can use to communicate regularly with employees.
He’s confident and realistic. Leaders have to strike a balance between optimism and pragmatism. Employees won’t believe a jingoistic leader, but they won’t be energized if their leader doesn’t believe in them. Zelenskyy gets this right in his confidence that Ukraine can achieve victory while being careful to define that “winning” means. He told The Economist, “We will win…Victory is being able to save as many lives as possible…without this, nothing would make sense. Our land is important yes, but ultimately it’s just territory.”
What this means for you: Define what reaching your corporate goals looks like and show that you have a clear vision for how to get there. Be clear about what this journey will take and what values you’ll protect along the way. Be careful when you talk about competitors or if you’re asked about another company’s misstep. Acknowledge that many of the hardest problems to solve — particularly in science and medicine — require the work of many organizations moving forward towards greater understanding together.
He looks for common ground — even with his foes. When Zelenskyy spoke to the United States Congress, he referenced iconic American historical moments and figures, such as the bombing of Pearl Harbor, Martin Luther King, Jr.’s “I have a dream” speech, and even Mount Rushmore. These references showed Zelenskyy’s personal admiration of values that Americans deeply share as well. Zelenskyy even reached out to the nation attacking his own, filming a video speaking directly to the Russian people, emphasizing his own Russian background and that they are much more united than divided with Ukraine than they think.
What this means for you: In politics as in business, finding common points of shared values and motivations is crucial for moving large groups of people forward in one direction. Whether you’re looking to connect with customers, followers, investors, members of the press, or a VP at your company with whom you’re having a disagreement, write down what challenges and motivates them. Put yourself in their shoes and try to see issues from their perspective.
He uses visuals and timing for dramatic and symbolic impact. Ukrainians frequently use videos and music to convey the tragic drama of what their country is experiencing. In his address to Congress, Zelenskyy played a video splicing together images from World War II footage in Europe with images from modern-day war-torn Ukraine. When the video concluded, he spoke in English to the audience for the first time, removing the language barrier to drive home his message that the Ukrainians and the West share a common commitment to democracy and freedom.
What this means for you: Consider simple ways you can add drama and anticipation to your meetings and town halls, even in a virtual setting. You don’t want to go overboard, but simple touches and video editing techniques available in desktop software can go a long way to inspire your audience.
President Zelenskyy has shown the range of ways you can communicate powerfully with your people even in the midst of a crisis with limited resources. No matter your situation, you can adopt Zelenskyy’s core principle of connecting authentically with people through whatever medium the moment requires.
