Volodymyr Zelensky went from Ukraine President to global icon, but he may need a rebrand to keep his appeal
By Kieron Monks
In the early days of the war, President Volodymyr Zelensky enjoyed a level of international popularity more associated with rock stars than politicians, as he delivered impossibly cool lines such as “I need ammunition not a ride,” and responded to Russian claims he had fled the country with a nonchalant night-time stroll around Kyiv. Zelensky’s appeal extended beyond governments to their publics, earning sky-high approval ratings and support for his cause. He set the tone for Ukraine’s wider public relations campaign, reflected by his ministers and social media channels: confident, urgent, and drawing a start picture of a battle between good and evil with apocalyptic stakes. But as the summer fades and gas bills rise, some of the shine is beginning to come off the golden boy, and support packages no longer pass unchallenged. Reports of dissatisfaction with Zelensky at the White House emerged after he dramatically fired two senior officials and old concerns about corruption in Ukraine have resurfaced. Ukraine is taking a risk by moving from its early, successful use of lo-fi messaging to more slick and stylized videos – such as a montage of strikes by HIMARS missiles set to a Metallica soundtrack – suggests Matthew Seeger, a crisis communications specialist at Wayne State University. “A lot of the initial social media was very authentic,” says Seeger. “It appeared to be shot on somebody’s cell phone. It was Zelensky walking and talking in his facilities. We had a lot of footage from drones. Making sure messages are coming across in an authentic rather than a staged way is important.” Striking the right tone presents a challenge as Ukraine seeks to generate enthusiasm for the war effort, while rejecting demands for peace negotiations that could the country dismembered. But Zelensky may ultimately need a new, optimistic message about ending the war to convince governments and publics that their contributions are not in vain. “He needs to start talking about what happens next,” says Seeger. “We need to have some sense that the conflict is going to end – not go on for the next 10 years – and that when that happens there will be an opportunity to rebuild the country and create a strong, resilient, technologically sophisticated, economically successful Ukraine.”