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According to Marius Gurskas, Head of the Lithuanian Image Group at the Government Chancellery, Lithuania’s visibility in foreign media was determined not only by individual and exceptional initiatives, but also by long-term issues that have become ” attributes of country recognition “.
According to M. Gurskas, they promised to strengthen Lithuania’s reputation.
“These are the solutions and expertise that Lithuania offers in the fields of financial technologies, cyber security, the potential of the start-up ecosystem, creative alliances and initiatives that offer solutions to global challenges,” said the group leader. to the media.
Germany wrote more, Israel less
According to the analysis, Lithuania was mentioned the most times in the media portals of Germany (38,092 reports), Russia (22,416) and the United Kingdom (19,524).
Erik Ovcharenko / 15min photo / Internet media
The Nordic countries wrote the least about Lithuania: Sweden (1,798 reports), Denmark (997), Norway (448) and Israel (723).
“The most visible areas, according to the number of mentions, are management (61.09% of all knowledge), investment and immigration (12.27%), tourism (10.28%), culture ( 7.61%), “says the press release. .
He also states that the field of investment and immigration has contributed more clearly to the dissemination of knowledge about the achievements of modern Lithuania.
And the most visible topics were: Fintech, start-ups, development of life sciences and biotechnology, digitization in the public sector, artificial intelligence and digital banking.
The highest number of mentions in this area, according to the analysis data, was found in the news portals of Germany (5,020 reports), Russia (2,523) and Latvia (1,889).
Lithuania stood out as a supporter of Belarus
The authors of the analysis state that neutral mentions of Lithuania were mentioned in 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.
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 authors of the analysis say.
According to them, the increase in the number of reports mentioning Lithuania in the third quarter is related to the situation in Belarus, as well as Lithuania’s support for the values of democracy and freedom, the campaign in support of Belarus ” Freedom Road “, and active communication among the country’s leaders.
In addition, the relocation of IT companies from Belarus to Lithuania and Lithuania’s position on the Astrava nuclear power plant issue.
“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, announcements on this issue were negative,” the authors of the analysis point out.
Lithuania was famous for its artists
According to them, the achievements of Lithuanian artists also contributed to the positive mentions 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 frequently mentioned in 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 and I.Veisaitė.
Lithuania was also mentioned as an exclusive location for film shoots, Lithuania’s victory at the Venice Biennale is commemorated, MO Museum activities, visual arts, The Roop’s victory in the alternative Eurovision contest, the 30th anniversary of the restoration of the independence of Lithuania, the 300th anniversary of Vilnius Gaon, History of Č.Sugihara, Jewish heritage in Lithuania, UNESCO heritage.
According to the analysis of the most mentioned mentions and analyzes in the field of culture and heritage, the news portals of the media from Latvia (1,753 reports), Poland (1,531) and Russia (1,505) were registered.
Reputation was also shaped by campaigns
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.
“The Baltic travel bubble and the campaigns started by Keliauk Lietuvoje (Discover colors you did not know existed, map of the 30 strangest cold bears, Kaunas Modernism. Explore the inspiration”, highlighted in foreign media and social networks.
In addition, the Go Vilnius initiatives (“Vilnius: amazing wherever you think about it”, “Christmas in Vilnius: amazing whenever you can come”), “the report said.
VIDEO: Lithuania: colors you never knew existed
According to the authors of the analysis, the targeted communication of Invest in Lithuania, MITA and the Bank of Lithuania has shaped Lithuania as an innovative country with an excellent start-up ecosystem. Fintech sector and a favorable environment for investors.
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