Brett Bruen, a former US diplomat and current President of "Global Situation Room", a consulting firm specialised in crisis communications, explains how Ukrainian President Volodymyr Zelensky's communication strategy appeals on an "emotional level" rather than through "political theories". "And that has been really effective to break through, I think, a lot of both Russia's propaganda, and quite frankly, some of the cynicism across Europe and here in the US", he says. Adding that many other leaders "are going to be looking back to what Zelensky did and trying to replicate it for their own causes". IMAGES AND SOUNDBITES