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M. Lapinskas spoke about it on the Lietuvos Rytas television show “New Day”.
Will there be no long-term consequences?
Aistė Šuksta, an adviser to the head of the Health Ministry Arūnas Dulkis, announced her resignation on Monday due to the scandal. The latter took responsibility for the events related to the “Other Conversations” program, when it became clear that the Ministry had paid 12,000 LTL for the interview of A. Dulkis’ public consultant surgeon, Edgar Kulikauskas (“Cynical Surgeon”). euros.
Communication expert M. Lapinskas considered that the resignation of A. Dulkis’s adviser probably means that this scandal that emerged on Friday is already “closing down.”
“It just came to our attention then. We can say that these are matters of life and death, and here was the miscommunication. I don’t think it has long-term consequences unless it is for the production company.
Perhaps others suspected that he would look at it or want to terminate a contract, but in political terms, for A. Dulk, it is not a virus, but a simple cold ”, compared the communication specialist.
He said he doubted that the “Other Conversations” interlocutor, as a fairly popular blogger, would himself go to the ministry’s communications department and request an invitation to the show.
“I doubt there has been any selfish persecution here. <...> It is so often the case in Lithuania that communication is not built according to what is really needed, but according to what good men or good women offer who can go to the minister or the prime minister.
For politicians who do not have much knowledge about communication campaigns, it turns out that the show is interesting, the interlocutors know that it is possible to do this show. This is probably what happened, “commented M. Lapinskas.
According to him, these advertising campaigns are certainly not new, but in this case the ministry, as well as the “applicant”, has chosen the wrong part of the audience that is really needed.
“Usually everything goes according to plan, in this case, a short-term public information campaign, and you choose different media. You can start a talk show, distribute content in the media, allow advertising or organize an event. Then, on a shared grid, you try to reach certain audiences.The question is whether “Different Conversations” really reaches the audience we are targeting the most now: older people.
I suspect that when older people hear a person on television with the nickname “Cynical Surgeon” saying they should get vaccinated, I’m not sure what the effect would be, “Lapinskas said.
According to him, very often it is simply impossible to reconcile the good effect of communication and the fact that everything is “on paper”.
“In business, these campaigns are carried out, there are all kinds, but in business they tend to be more successful because they are not seen so formally, people are more trusted. In the public sector, the opposite is true: here, the procedures for announcing public procurement are much more important. <...> Bureaucratization creates a certain disruption, hands are limited by bureaucratic procedures, but each time we demand some result, and this is how it is obtained.
If we insisted on hanging a coach every time he puts a player on the field who does not score, nobody would want to play or be a coach. There should be less bureaucracy here, but we also need more confidence that these people are not thieves, but that they are trying to get those older people vaccinated in the end, ”explained M. Lapinskas.
According to him, the wider the circle of communication experiments, the better.
“The virus is the same as with Lukashenko: no one in the world knows what to do with it. So, with various experiments, let’s see, maybe we will find it somewhere,” said the communication expert.
I quit
A.Šulksta’s advisor A.Šuksta announced his resignation on Monday morning.
“Today I resign as Advisor to Minister A. Dulkis. I take responsibility for the actual and potential consequences of my decisions regarding SAM communication,” the advisor said in the report.
He also said he regretted the negative reactions to his decisions.
“The Other Conversations program reached people we would not have reached through the usual means of communication. My duty was to organize and coordinate the entire communication process, for which I take responsibility for all its components. I regret that my decisions have provoked negative reactions in society. I had no intention of misbehaving towards any of the parties involved, “said A. Shuksta.
“I believe in what the Minister is doing. And my continued presence on the team would start to damage the planned work. I thank the entire SAM team for their hard work and the unwavering hope that we can all support as many of healthy people. I wish you success, “he added.
In the event of a scandal, the creators of “Other Conversations” and the ministry announced that there would be no payment for the program. With taxes, it had to cost 12 thousand. euros.
A. Šuksta began working in the political trust team of the Minister of Health in mid-December last year, when A. Dulkys became a minister.
