Among students of the American presidency Ronald Reagan was known as a great communicator. In fact, he was called “the great communicator” because during his years as governor of California, and as president of the United States, he was preternaturally skilled at reaching his audiences – at connecting with them, educating them, persuading them, and ingratiating himself with so many of those with whom he came into contact, whether in person or on television.
Reagan experts agree he developed his skills as a communicator during the approximately three decades in which he was an actor. As is of course well known, Reagan was notably successful in Hollywood, in film; later he further excelled as a pitchman who appeared regularly on television. In other words, by the time he entered politics at the state and national levels, he had had many years of experience as a performer, and as what today would be called an influencer.
Now there is another great communicator. Though the term has not yet been applied to Ukraine’s president, Volodymr Zelenskyy, it should be. In a period of less than a week Zelenskyy has been able to connect with audiences worldwide, to educate them, to persuade them, and to ingratiate himself with legions of those with whom he came into contact – in person, on television, and on social media. Indeed his easy, exceedingly effective use of social media is a vivid reminder of what he was not long ago, like Reagan an actor, and, yes, by now, famously also a comedian.
Zelekskyy has proven especially adroit at managing his image, his physical self. Sometimes dressed in a dark suit, sometimes in a t-shirt, sometimes in military fatigues. Sometimes standing in the street with his team behind; sometimes facing the camera entirely alone, perhaps before an old, ornate building, perhaps before a large illustrative map.
He’s also been an excellent wordsmith. In addition to the now well-known line I quoted in another recent post has been, for example, this one. “When you attack us you will see our faces – not our backs but our faces.” And this one, a dire warning to Western leaders that if they did not provide assistance, “War will knock on your doors.” And yes, this one, on the guilt that settles on the shoulders of bystanders: “Indifference makes you an accomplice.” No surprise that Zelenskyy’s speechwriters were plucked from the business of show business. There are differences between writing for a tv show and writing for a president in a time of crisis – but there are important similarities as well. Above all, speakers, leaders, have got to grab the audience and not let go until the show is over.
What should we make of this? Is it just coincidence that these two exceptional leaders, these two great communicators, honed their skills as performers? Performing, literally, in front of countless people over periods of many years? I say no – no coincidence. I say that to become a great communicator one could do much worse than to take to the stage.
None of this is to say that what President Zelenskyy has said in the last week, not to speak of how he has looked, is more important than what he has done. Rather it is to say that messages matter and the ability to convey them matters almost as much. Great leadership is great performance – maybe not always, but usually.