PR may be Ukraine’s most potent weapon

Like so much of the world, our team is watching events in Ukraine with a mixture of apprehension, empathy and admiration. We’re glued to the news and to Twitter, praying for those fleeing, fighting and taking cover.

The Ukrainian people, led by their young and charismatic President Volodymyr Zelenskyy, have become the underdogs we’re all rooting for. While I will defer to others to comment on military strategy, as a communicator I can’t help but notice how well Ukraine is navigating the battle for public opinion. They’re expertly using every tool in the communicator’s toolbox.

In my personal life, I’m the spouse of a diplomat living overseas. I have many friends in foreign service life who have lived and worked in Ukraine, and they loved the country well before it was trendy to do so. From them, I hear stories of friends taking cover from Russian fire, of fleeing besieged neighborhoods and of comforting terrified children.