As ambassador of the United Kingdom to Ukraine, Roy Reeve has cut an unusual figure for a government representative in Ukraine, playing an active role in expatriate life and demolishing the stereotype of the reserved, inaccessible diplomat. Reeve has been a visible supporter of the Ukrainian Rugby Federation, and a British Embassy publication features a front-cover photograph of Reeve, a motorcycle enthusiast, posing next to his Harley-Davidson.
In his frequent appearances before the local press, Reeve has been unusually frank about Ukraine's hesitant progress toward market reform. More recently, he has forcefully articulated his country's stance on the necessity of the NATO air campaign against Yugoslavia.
At a briefing on the Kosovo crisis convened by diplomatic representatives of NATO countries to Ukraine, Reeve told reporters that any suggestion that the bombing sparked a refugee crisis is 'totally wrong.' Punctuating his remark, he added that, 'We need to ensure that Mr. Milosevic is not going to profit by his actions.'