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“Lithuania’s visibility in foreign media is determined not only by individual exceptional initiatives, but also by long-term issues that become attributes of the country’s recognition and contribute to Lithuania’s reputation: the proposed solutions and experience of Lithuania on financial technologies, cybersecurity and initiatives that offer solutions to global challenges, ”said Marius Gurskas, Head of the Lithuanian Image Group at the Government Office, in a statement to the media.
The assessment of mentions of Lithuania in foreign media covered 13 foreign countries (Latvia, Estonia, Germany, France, United Kingdom, Denmark, Sweden, Norway, Italy, Israel, Russia, Poland, Belarus) and 7 areas of the country’s image (governance (foreign and domestic policy))., exports, investment and immigration, population, culture and heritage, tourism, sport.
The majority of mentions of Lithuania were recorded on the media portals of Germany (38,092 reports), Russia (22,416) and the United Kingdom (19,524). The Nordic countries wrote the least about Lithuania: Sweden (1,798 reports), Denmark (997), Norway (448) and Israel (723).
The most visible areas in terms of the number of mentions are management (61.09% of all knowledge), investment and immigration (12.27%), tourism (10.28%), culture (7, 61%).
The field of investment and immigration has contributed more clearly to the dissemination of knowledge about the achievements of modern Lithuania. Highlights: FinTech, Startups, Development of Life Sciences and Biotechnology, Digitization in the Public Sector, Artificial Intelligence and Digital Banking.
The highest number of mentions in this area was registered in the news portals of Germany (5,020 messages), Russia (2,523) and Latvia (1,889).
Neutral mentions of Lithuania were dominated by a neutral tone (78% of all mentions), and the audience potentially reached by positive and significant reports about Lithuania was 1.6 times higher than negative ones.
Lithuania’s support for the values of democracy and freedom caused an increase in the number of mentions in 2020. In the III quarter
In 2020, the abundance of mentions of the country in foreign media stood out. The third quarter, during which there was a significant increase in the number of mentions, more than 45 thousand. mentions (compared to 24 thousand mentions in the 1st quarter, 18 thousand in the 2nd quarter, 28 thousand in the 4th quarter).
The increase in the number of reports mentioning Lithuania in the third quarter is related to the situation in Belarus: Lithuania’s support for the values of democracy and freedom, the campaign to support Belarus “Freedom Road” and active communication from the leaders of the country, as well as the relocation of information technology companies from Belarus to Lithuania On the subject of the Astrava nuclear power plant. On Western news portals, Lithuania’s active support for Belarusian society was seen as solidarity and leadership in defending democratic values, and on Belarusian and Russian news portals, reports on this issue were negative.
Culture and heritage are the areas that have generated the most positive mentions
The achievements of Lithuanian artists throughout the year have consistently contributed to the positive mention of Lithuania on foreign news portals. In the field of culture and heritage, the highest percentage of positive reports was recorded throughout the year, an average of 35%. Those most mentioned in the foreign media were: A. Grigorian, M. Gražinytė-Tyla, O. Koršunovas, J. Mekas, Š. Bartas, R. Barzdžiukaitė, L. Lapelytė and V. Grainytė, creative duo of contemporary art Pakui Hardware, A. Matelis, R. Tuminas, D. Narkevičius, J. Janulytė, A. Stundytė, F. Latėnas, L. Geniušas, R Zubovas, J. Urbonas, K. Kaupinis, G. Žickytė, J. Matulevičius, A. Serapinas, K. Sabaliauskaitė, T. Venclova, I. Veisaitė.
Lithuania was also mentioned as an exclusive location for filming, Lithuania’s victory at the Venice Biennale is commemorated, attention was paid to the activities of the MO Museum, visual arts, The Roop’s victory in the alternative Eurovision Song Contest Č. Sugihara history, Jewish heritage in Lithuania, UNESCO heritage.
The highest number of mentions in the field of culture and heritage was recorded on the news portals of the media in Latvia (1,753 reports), Poland (1,531) and Russia (1,505).
The active communication of the country’s institutions is a potential for the growth of the visibility and awareness of the country
The actions of the country’s institutions and communication campaigns contributed to the positive presentation of Lithuania in foreign media and social networks: Go Vilnius, Travel Lithuania, Invest in Lithuania, Bank of Lithuania, Science, Innovation and Technology Agency ( MITA) and others. In foreign media and social networks, the travel bubble of the Baltic countries, the campaigns started by the public institution Keliauk Lietuvoje (Discover colors you never knew existed, the map of the 30 strangest cold borscht, Kaunas Modernism. Explore the Inspiration). , Go Vilnius initiatives (Vilnius: amazing wherever you think, Christmas in Vilnius: amazing when you can come).
The targeted communication of Invest in Lithuania, MITA and the Bank of Lithuania has built Lithuania’s reputation as an innovative country with an excellent start-up ecosystem, a developed FinTech sector, and a favorable environment for investors.
More about Lithuania’s visibility in foreign media in 2020: here.
The foreign social media and media monitoring project is implemented by the Lithuanian Image Group of the Government Chancellery, which is responsible for the overall presentation of the country abroad, together with the country’s public sector institutions.
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