Hearts & Minds: How Zelensky found the right words, in the end

Having failed to read the room Volodymyr Zelensky has recovered ground lost with Donald Trump. His placatory social media post was straight from the playbook of how to win over the US president. It also struck the right balance of not being too flattering and concessionary while firmly defending Ukraine’s position.

Zelensky’s missive showed that in comms, knowing your audience, writing with them in mind, makes all the difference. It highlighted the power of careful construction. Beneath the gaze and heat of the cameras and lights in the White House, there was always going to be only one winner. In front of live media, Trump is a master. As he said during their blow-up, ‘This is going to be great television’.

To get your message across, keep it simple and repeat it. The desire for peace is repeated four times in the opening burst: ‘commitment to peace’, ‘bring lasting peace closer’, ‘nobody wants peace more than Ukrainians’, ‘to get a peace that lasts.’

The other person who has stated peace is his objective of course is Trump. They’re on the identical page, the two presidents. Zelensky knows what Trump likes, to be admired. So ‘strong’ is also repeated as in ‘Trump’s strong leadership’ and working to a ‘strong deal’. Trump relates to those he regards as possessing strength – making yourself seem stronger in his eyes will enhance not harm. But let him know you’ve listened and that you get it. Trump must be top dog, so Zelensky and his team ‘stand ready to work under President Trump’s strong leadership’.

The accusation was that Zelensky was not ‘grateful’. He tackles it head-on with ‘We really do value how much America has done to help Ukraine…’. In case there is any doubt as to who merits the plaudits, ‘we remember the moment when President Trump provided Ukraine with Javelins. We are grateful for this.’

The White House meeting was disastrous but not fatal. Indeed, Trump made a point of saying he hoped they could move on. Zelensky echoes that sentiment. ‘It is regrettable that it happened this way’. No apology, Ukraine please note. ‘It is time to make things right.’

On their own, words do not seal it for Trump. He is transactional; Zelensky gives him the bargain. ‘Regarding the agreement on minerals and security, Ukraine is ready to sign it in any time and in any convenient format.’ Trump wins, so does Zelensky.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.