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Russia’s full-scale war against Ukraine threw all spheres of life in that country into turmoil. The public service was tasked to foster resilience and ensure the continued functioning of the state. Our purpose is to study how a war-shaped public leaders’ understandings of the leadership necessary for tackling emerging crises in a swiftly shifting environment while delivering services to citizens and continuing reforms toward EU membership.

The research reflects the analysis of 15 semi-structured interviews with members of Ukraine’s public service from various parts of the country conducted in September–October 2023. Heroic/post-heroic ideals of leadership, as well as the distributed model of leadership, are selected as the theoretical framework.

According to Ukraine’s public managers, the collectivistic ideal of public leadership has persisted. Since 2022 and Russia’s full-scale war, they claim the distributed form of public leadership has developed further. Based on the analysis of the interviews, we suggest these managers differentiated intraorganizational, intergovernmental and intersectoral types of distributed leadership.

The study is conducted during the full-scale war; therefore, observations and field work are restricted. Face-to-face interviews are impeded by air raids: missile and drone attacks; online interviews are sometimes hindered by constant electricity blackouts and alarms. The results of the study reflect the subjectivity of the participants’ thoughts and feelings and may not be more broadly generalizable.

This is an explorative study that shows how public leaders speak and think about public leadership in the ongoing crisis of war.

The purpose of this paper is to analyze how political leaders can rhetorically use social media to construct their leadership, with a special focus on character – rhetorical ethos.

The authors used a qualitative case study which consisted of two political leaders’ activities on Twitter. The leaders were chosen on the basis of similarity – both foreign ministers in Scandinavian countries and early adapters to ICT. All tweets, including photos, for selected period were analyzed qualitatively with the classical rhetorical concept of ethos.

Social media is the virtual square for political leadership. The two political leaders studied use social media similarly for rhetorical means and aims, with ethos as rhetorical strategy. The rhetorical ethos they constructed differs radically though: busy diplomat vs a super-social Iron man. There is no single constructed ethos that political leaders aim for.

Even though this is just one qualitative case study, it shows a variety of rhetorical means and constructs of ethos in political leadership.

The study shows a possibility for political leaders to construct their own image and character through social media, for a potentially large audience of voters, without being filtered by political parties or media.

This study contributes to the evolving area of rhetoric in leadership/management and it adds to knowledge about how political leaders use social media.