“Financial Times” publications about Lithuania were paid for from the pockets of the Ministry’s management body
On Monday, seven publications about Lithuania appeared in the “Special Reports” section of the “Financial Times” in Britain: the country’s position in the international arena, the breakthrough of financial technologies, the achievements of photographers, the Suwalki corridor, energy independence from Russia, basketball and the unicorn “Vinted” of all Lithuania.
Kubilius: European capitals are following Lithuania’s footsteps, that’s why they write about it
Lithuanians expressed joy and pride that an influential media outlet paid so much attention to us.
“About how Lithuania influences the change of foreign policy paradigms of the European Union.
We influence because we don’t try to just swim in the long-drawn fairway of the greats (Berlin, Paris, etc.). We consistently draw different, “non-pragmatic” lines and thus force even Berlin or Brussels to admit that we were right about Russia a long time ago. We were not heard until the war.
Now they can already hear us, which is why the consistent words (and actions) of Gabrielius and Ingrida, not only about Russia, but also about China, are changing the paradigms that prevailed in the European Union until then. Berlin, Paris, Brussels are following in our footsteps, and it doesn’t hurt. That is why the Financial Times writes about it. They write without hiding their respect and admiration for the attitude of Lithuania,” commented a conservative member of the European Parliament on Facebook after observing one of the texts. Andrius Kubilius.
The Government drew attention to the fact that Lithuania was interested in “Financial Times” and prepared a special series of publications.
Margarita Šešelgytė, director of the Vilnius Institute of International Relations and Political Sciences, thanked the “Financial Times” journalist for the fact that she was interviewed and the university was able to share her insights.
The contract is 56.8 thousand. euro value
The Lithuanian Institute of Culture, the Lithuanian Embassy in Denmark, and a public institution subordinate to the Ministry of Economy and Innovation are also happy to welcome Lithuania on Facebook. “Invest in Lithuania”.
“24 years ago, the Financial Times prepared the first exclusive report on Lithuania – today it announces the second transformation of Lithuania into a forward-thinking, innovative world economy!” Since the “singing revolution” that regained our freedom, Lithuania has traveled step by step – joining NATO and the EU, and maybe even space!
Let’s examine Lithuania’s resilience in the face of global anomalies, as well as its important technology industry as an innovative and prosperous country,” the institution’s account reads.
Advertising on the website of this public institution can be seen next to the publications of the special report.
It was “Invest in Lithuania” that paid for the publication series.
In November of this year, “Investuok Lithuania” and “Financial Times” made 56.8 thousand. EUR (with) value contract and purchased VAT content advertising services.
The estimated content time is from November 24, 2022 to January 24, 2023.
According to Rūta Nemunytė, Director of the Marketing Department of “Invest in Lithuania”, the content about Lithuania on an influential portal helps to interest foreign journalists, entrepreneurs or opportunities in Lithuania.
“The content project, consisting of 7 content units, is a long-term, organic content campaign. Its active dissemination period is two months and the Financial Times undertakes to ensure continuous dissemination of the content in various contractual formats (newsletters, social media mentions, etc.).
It is no less important that the content created by the publication is relevant beyond Invest in Lithuania”, actively shares and disseminates information about participating institutions, business ecosystem participants and active Lithuanians around the world.
Such a report dedicated to Lithuania in the Financial Times publication, which has a strong authority, not only draws attention to the topics that are important to Lithuania, covered in the publication, but in the long term will make it easier to interest international journalists, entrepreneurs or opportunities in Lithuania”, – comment Delphi said R. Nemunytė.
Nemunytė: It is important for Lithuania to strengthen its image
She noted that the texts on the portal are read as follows:
“According to preliminary data, in just a few hours, the articles of this report were opened by more than 10,000 people. times, and the conversion rates pleasantly surprised even the best publication team.”
According to the representatives of “Invest in Lithuania”, it is now important for Lithuania to create a reliable, safe, advanced and business-attractive state image. For this, after performing a benefit-cost analysis, the Financial Times has a tool.
“When international businesses choose a location for development, the general perception and reputation of the country plays an important role. Currently, it is particularly important for Lithuania to strengthen its image as a reliable, safe, advanced and business-attractive country.
The influence of the publication and the opportunity to reach the representatives of our target audience (those who made business decisions in the target markets) must also be significant.
After performing a cost-benefit analysis, the decision was made to “Financial Times – the most influential financial and economic newspaper in Europe”, read worldwide and with more than 16 million readers. of unique readers per month (more than 4 million – in the USA and Canada, more than 4 million in Europe, almost 5 million in the EMEA region)”, said R. Nemunytė.
About publications on Lithuanian topics Delphi interviewed communication expert A. Katauskas noted that the Special Reports section of the Financial Times is commercial and this portal reads those in the know.
Special Reports is a column for commercial clients and The Financial Times reports on this <...>. I myself have not had to order there, but I have heard about it, and the readers who know and regularly read “Finan Times”, who have already had nothing to do with it, just as I am not related to it, that these are commercial matters,” said he. .
Katauskas: the customers could have been honest and informed
“What’s more interesting is the communication from our politicians and trying to brag that we were noticed by the Financial Times.” “Time” probably didn’t notice us very much, and we paid you to notice – this is such a Fin thing,” the person noted.
Politicians who expressed joy that an important portal noticed Lithuania should have said that it was a content campaign and reacted accordingly, said A. Katauskas. And if you didn’t know that, find out more.
According to his belief, in this case, Invest in Lithuania also had information that the Financial Times series of publications is part of the content of the content. Because now some people may feel fooled.
“Watching our people’s reactions to this is where I’m missing additional information.” I think that whoever commissioned the publication and this content campaign would probably have been honest if they had been informed about it <...>so that it is addressed to the “Financial Times” reader about Lithuania.
It would have been a fair thing to do, because now, at least from observation, it is obvious that those who are clapping and cheering, as here at the Financial Times, to see us, and that our voice is finally being heard, clearly do not have the information that you have. It is obvious that [žmonės] you can feel a little bit fooled”, thought A. Katauskas.
He did not consider whether the Financial Times should have been informed of the ongoing content campaign, which he said was a matter of media policy. Also, we don’t know if I wasn’t actually informed.
“I have no idea what the Financial Times’ policy is on that. In any case, it is common in Lithuania, if it is a commissioned publication, they must be informed, they must be informed, because it is advertising material, advertising material whose faces, surnames.
We don’t actually know if it was informed here. how the people who were interviewed could tell about it in more detail themselves.
But, in my case, people, if they think that they are not speaking for commercial content, but for real content, may be a little disappointed”, thought the communication expert.
He claims that Lithuania has little chance of getting attention otherwise
However, he said he does not doubt the culture of the Financial Times and the high standards it sets for itself.
Can such a content campaign bring benefits and help interest foreign businessmen and journalists in opportunities in Lithuania and improve the image of our country?
A. Katauskas said that this is one of the tools to increase the country’s knowledge and present it.
“It would be interesting to look at the results, probably, in “Invest in Lithuania” after all the publications <...> detailed reports, how many were read, how many people saw, and when the numbers are visible, it would be possible to judge success or failure based on that,” she taught. communication expert.
True, according to him, it is difficult to say whether the campaign will bring practical benefits.
“I would be afraid to judge whether it will contribute. Notoriety and the presentation of information are always necessary, Lithuania probably does not have many other chances to receive the attention of the global media without commissioned publications. Then I really think that the step is calculated, the chosen channel is really powerful, we just have to get results”, said A. Katauskas.
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