Ombudsperson for Academic Ethics and Procedures of the Republic of Lithuania
Curriculum Vitae Ombudsperson agendaOn the last Tuesday of January, communication professionals gathered in Vilnius to discuss communication that creates real value. The focus of the event was not on what merely looks good in presentations, but on what actually works in practice.
The discussions explored why only a small share of advertisements are truly memorable, how the 17-second attention limit forces communicators to shorten and clarify their messages, and why a declining emotional attachment to brands is not necessarily a problem when there is a clear understanding of who the communication is for and why. It was also emphasised that data and research enable communication professionals to take part in decision-making processes, rather than limiting their role to task execution.
When addressing social media, participants highlighted that being present everywhere is not essential. Instead, it is more important to move away from fear-driven communication choices and to select channels and solutions based on clearly defined objectives. Equally important is understanding what genuinely builds trust, rather than focusing solely on visibility.
As the field of communication is characterised by constant pace, crises, and pressure on attention, the event also featured a strong sense of humour. This served as a reminder of the importance of maintaining balance, avoiding burnout, and not getting lost in continuous tension, even when everything around is moving at high speed.
The most memorable phrase of the event was:
“Someone still loves you, even if it doesn’t feel that way.”
We would like to sincerely thank Laura Dabulytė for the inspiration and for organising such a meaningful event.
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Photographer Irmantas Gelūnas
Etikostarnyba.lt
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