According to the PR adviser, Zelensky made two wise strategic judgments, “maybe because of his background in public relations, comedy and television.” He began by portraying Ukraine as the weaker side.
“Once upon a time, being strong was considered an advantage. Today, thanks to social media, power has passed into the hands of the weak,” he explained.
Instead, he [Zelensky] allegedly exploited the Western belief that those who are weak are deprived, unaccepted, and in need of assistance. He rapidly persuaded the West that the complicated issue of the ongoing Ukraine crisis and the reasons behind the current events was black and white – “us” or “them.”
Einhorm noted the fact that on Western television, there are no Ukrainian military officers to be seen. And given that Ukraine has an army, and they employ violence as well, they are still “entirely under the radar” for the Western viewers. “We see only Zelensky and only civilians,’ he pointed out.
“The West is excited about Ukraine. Zelensky has recognized the means of soft power and emotions in the Western World and is making the best of them to exert pressure and sanctions on Russia. Without it, he would have been very quickly defeated,” Einhorn concluded, adding that “Ukraine has a weak army, but social networks are strong.”
For instance, last month, Zelensky initiated a social media campaign with the hashtag #ArmUkraineNow to put pressure on states to ramp up weapons deliveries to Ukraine.