When the war started, I felt sorry for Zelensky and thought he would be captured or killed, and his country would fall within weeks. As a father, I felt there was nothing else to do but to pray for his country and family, including his daughter (18) and son (9). Instead, over a year later, Ukraine shocked the world by demonstrating they’re a formidable contender against a massive world superpower.

Things could have gone much differently. Initially, I viewed Zelensky merely as an idealist. After all, Ukrainians knew Zelensky as a comedian/actor who even played a president on television. Americans had heard his name because he was unwillingly caught on the Trump impeachment. 

So how could an entertainer and political novice become such a heroic worldwide figure? Simply put, he tactfully capitalized on his media coverage.

The media responded to this David vs. Goliath fight with around-the-clock coverage with American and European reporters broadcasting the play-by play of the beginning of the war in a way that resembled a football game. Zelensky gave interviews with major western media, including 60 Minutes, Sky News, The Economist, and CNN, in which he highlighted the importance of the lives and freedom of Ukrainians. Similarly, he always maintained optimistic and uplifting messaging about winning the war while encouraging citizens to keep fighting. Rather than always appearing clean, polished, and far-removed from the conflict, he also interviewed from fortified bunkers, wore military uniforms, and often seemed both tired and unshaven. As a result, he quickly became a symbol of strength, bravery, and pride.

The interviews and widespread coverage resonated with celebrities and the general public at home and abroad, influencing many to take action. Before long, Zelensky gave an interview to David Letterman for his Netflix show. People

began posting the Ukrainian flag on social media, and celebrities like Gigi Hadid, David Beckham and Ryan Reynolds helped raise donations.There have been organized relief efforts, Russian citizens risked arrest by protesting against their government, and Russian journalists have fled or been jailed.

Various governments have also been sympathetic and responsive, as Zelensky was eventually invited to speak to the U.S. Congress, the European Union, the British Parliament, and the Canadian Congress. This all translated into shining an even brighter spotlight on Ukraine and helped them gain tremendous military and financial support. Thus far, the U.S. has committed more than $30 billion to Ukraine since the beginning of Russia’s invasion. Additionally, the United States, the European Union, Canada, and much of the world have instituted financial blockades and sanctions against Russia.

The interviewing style used by Zelensky gives him a gritty yet relatable image and makes his messaging even more potent. I view him as a man defending his people, the underdog fighting against one of the world’s most hated villains. His enemy, former KGB Vladimir Putin, is a man who symbolizes stone-cold power, has terrorized non-Russians and Russians, and has made unorthodox TV appearances doing martial arts and riding horses shirtless. Just think, a former KGB agent vs. a comedian/actor—and the world has clearly chosen the comedian.

A year later, where is the situation currently? Ukraine is still in the fight, and its military is now armed with the latest weaponry, air support, tanks, and intelligence. In fact, many military experts believe that Russia will never win this war, and the most it can hope for is an agreement with Ukraine to keep the Donbas region they took in 2014. Some also believe that Putin is sick and that other Russians are looking for an opportunity to overthrow him.

Zelensky’s persona and messaging are as powerful as the weapons and resources he uses. When the U.S. once offered to evacuate Zelensky as the war was starting, he famously said, “The fight is here; I need ammunition, not a ride.” Instead of a mediagenic leader like Zelensky, what would happen if the Ukranians had someone that abandoned his country, like Afghanistan’s president Ashraf Ghani during the 2020 Taliban takeover. Indeed, the situation would likely be much bleaker. 

As someone who works with many organizations and business leaders on the importance of safeguarding and elevating their profiles, Zelensky’s strategy offers a valuable lesson that carries over to everyday life: proper communications with employees, customers, donors, and regulators are critical for connecting in a significant way. In today’s world, your social media, emails, and interviews are the tanks, helicopters, and missiles on the battlefield of life and business.

Juan F. Lezama, MBA
CEO of Lezama Consulting USA
16 years of experience working with companies, organizations and government executing PR, marketing, digital and business programs.