Throughout Russia's invasion of Ukraine, there have been striking differences in how the two countries' leaders - Vladimir Putin and Volodymyr Zelenskyy - communicate to audiences, domestic and international.  

Zelenskyy has given press conferences, dressed in green khaki in the presence of journalists, or recorded himself with Ukrainian cabinet members and soldiers. 

UK-based Ned Lamb, a Director at Green Lamb Consulting, said:

"The importance of effective public communication was massively undervalued by Putin in his invasion of Ukraine. The different modes and styles have been of critical importance to Zelenskyy's success in motivating his people, building their courage, and generating significant global support.

From Kyiv, where he has remained amid the war, the Ukrainian leader has directly addressed parliaments and world leaders trying to gather support for the war. 

Putin dresses formally. He is invariably filmed talking to his cabinet and military leaders - often via videolink from his Kremlin offices. Gone was the long table that Putin sat behind when hosting French President Emmanuel Macron in late February. Alexander Lukashenko, President of Belarus, sat beside his ally Putin during a recent visit. 

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But which is more effective, or is it a matter of knowing your audience and understanding what message you want to convey?

"Putin is sticking to his playbook of controlling media channels in his country, limiting - where possible - the opportunity for divergent perspectives, and giving his version of events in very rigid, undynamic televised addresses,"  said Ned Lamb.

"To his people, he is aiming to appear in control and unwavering in his conviction about the objective of the military operation. To the West, and those supporting Ukraine's defense, Putin appears detached from reality and in 'damage control' mode. Ultimately, the extent to which Putin has sought to close off communications channels is indicative of his concern about changing public opinion. He is trying to control this.

"Irrespective of the military assault being conducted, Putin is losing the global communications battle. Zelenskyy favors short, sharp, and continuous communication - this makes him appear dynamic, in control, and flexible to the changing situation on the ground. He is also direct in both his tone and the language he uses - this is relatable, authentic, and in times of crisis, reassuring for Ukrainians."

Cover image credit: Boards with portraits of Russian President Vladimir Putin are seen on a street in Simferopol, Crimea March 11, 2022. /Reuters/Alexey Pavlishak/File Photo