About the Conference

Applications are open until April 10

PR Impact Awards 2017

May 5, 2017
Vilnius Tech Park
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Speakers will be announced shortly

The Economy of Relations: Growing Influence of Public Relations

May 5, 2017






The Future Communications: What Is the Role of a PR Professional Going to Be?

Lina Jakučionienė

Chairwoman of the Lithuanian Public Relations Specialists’ Association

Lina has 17 years of experience working in public and private sector communications. During her trainings at the Bundestag and the European Parliament, she gained experience in policy communications.

She has been the Head of Corporate Communications in the Baltic States at ERGO Life Insurance SE for the last 7 years, responsible for the company’s internal and external communications in Estonia, Latvia and Lithuania.

Lina is an ambassador and a regional coordinator for Lithuania at the European Association of Communication Directors, and is a frequent speaker and a jury member at various European communication conferences.

She has been chairing the Lithuanian Public Relations Specialists’ Association since January 1, 2017.

Lina is always exploring the latest research into communications and the latest trends of the field in Europe, and thinks that the role of a PR professional is going to increase within organizations, which will trigger the need of competency development for PR professionals.


The PR Business: Where to Find the Strength to Grow?

Romualda Stonkutė

Chairwoman of the Lithuanian Association of Public Relations Agencies

Romualda has been working in public relations since 2000. Currently she manages the “PR Service/Edelman Affiliate” PR agency.

After finishing her studies in Literature Theory, Romualda was working as a journalist, and then turned to the public relations field, where she has already spent 17 years managing the agency’s projects in Lithuania and abroad. She is continuing her studies in the field of Psychology and Psychotherapy.


The Future of Communications Belongs to PR

Michelle Hutton

COO of Edelman Europe

Based in London, Michelle Hutton is the Chief Operating Officer of Edelman Europe, leading the building and integration of the agency’s specialist creative, planning and digital capabilities.

Previously Michelle led the agency’s Global Consumer Marketing team creating Edelman’s Earned Brand Series of Consumer IP and chairing Edelman’s Global Brand Council.

Before relocating across the region to Europe, Michelle ran Edelman’s operations in Australia, as CEO, where she led international award winning consumer campaigns.

Prior to joining Edelman, Michelle was the chief executive, Australasia of Hill & Knowlton Strategies and ran the firm’s consumer marketing practice across Asia Pacific.

Michelle is regarded as a leading brand communication expert and has experience building and protecting brands across a range of sectors from consumer product goods, food, retail, financial services, technology, telecommunications and health care.

Michelle is a fellow of the Public Relations Institute of Australia; a Governor of the American Chamber of Commerce; A previous national board member of the Communications Council of Australia; Advisory Board member of the Australian Centre for Public Communication; and a member of the International CEO Forum.


The Braveheart. Or PR Measurement Is Not for the Fainthearted

Prof. PhD Ana Adi

Quadriga University of Applied Sciences, Germany

PhD Ana Adi is a Professor of Public Relations at Quadriga University of Applied Sciences in Berlin and the Chairwoman of the Digital Communication Awards. A polyglot and a digital humanist (that is just a fancy way to say that she is a professor in a soft subject like PR with a great knowledge about digital technologies), Dr Adi often writes about PR measurement, digital storytelling, CSR and volunteering. Dr Adi is also a great networker and traveler, her projects taking her from Vancouver to Bangkok and from Glasgow to Bahrain.


Coffee Break


Big Data: Are Communication Professionals Becoming Data Analysts?

PhD Paul Ketelaar

Radboud University of Nijmegen, The Netherlands

PhD, MSc Paul Ketelaar is Senior Assistant Professor of Communication and Influence in the Behavioural Science Institute (BSI), Department of Communication Science, at the Radboud University, Nijmegen, The Netherlands, where he heads the Tailored Communication Project. His research interests focus on cognitive and social issues for the design and use of interactive communication technologies and e-commerce. His research examines tailored communication in virtual reality settings, online strategic communication through social media, and message design of online content. He is also guest professor at the University of Amsterdam and advises marketing (research) agencies about research and strategies.


When a PR Expert Is on a 24/7 Mission Next to Executive’s Right-Side

Marius Jundulas

CEO, Gjensidige

Jovita Aukštuolytė Minderienė

Head of Communication Baltics, Gjensidige

Marius Jundulas, Gjensidige CEO, responsible for Baltic operations. Twenty years in insurance business. CEO of general insurance company PZU Lietuva since 2010. After the leading Nordic insurance group Gjensidige acquired PZU Lietuva in 2015, M. Jundulas was appointed CEO of Gjensidige companies in Lithuania, Latvia and Estonia. Marius Jundulas is among the most quoted general managers in Lithuanian media.

Jovita Aukštuolytė Minderienė, Gjensidige Head of Communication Baltics. Seventeen years in communication. Jovita was responsible for internal and external communication at non life and life insurance group PZU Lietuva since 2009. After the leading Nordic insurance group Gjensidige acquired PZU Lietuva in 2015, J. Aukštuolytė Minderienė was appointed Head of Communication Baltics of Gjensidige. Supports Marius Jundulas in communication since 2010.


Employees as Brand Ambassadors. The Vinted Case

Marta Kuzmickaitė

Internal Communications Manager, Vinted

Marta Kuzmickaitė is an Internal Communications Manager at Vinted, a growing startup behind a mobile-first fashion marketplace. One of the most successful startups in the Baltic countries, Vinted takes pride in its innovative work culture where robust internal communications play a crucial role. Over the last few years Marta has been applying her expertise in media, learning and innovating to maintain Vinted in smooth operation through easy and tough times alike.


From Manufacturing to Communications: How to Become "the Brand of the Year"?

Robertas Krutikovas

Managing Director, AB Grigeo Grigiškės

Managing Director at AB Grigeo Grigiškės Robertas Krutikovas with the significant 15 years’ experience in tissue and packaging business.

AB “Grigeo Grigiškės” traces its history back to 1923 and for the present moment is one of the biggest tissue paper producers in Europe, successful in hygiene paper, corrugated cardboard and packaging production. The company develops Grite and Grite professional brands and this year Grite was awarded as the brand of the year.

„To combine the history and long-term experience with the challenges of the new world is a task that we solve together with the team every day, invoking the courage, creative thinking and definitely communication. I believe that constant development and change leads us to the recognized manufacturer throughout Europe. This is the vision of our future.” – says Robertas.


Lunch Break


Presentations of the Shortlisted Award Projects


Award Ceremony and Networking

PR Impact Awards

PR Impact Awards is an international and the largest in Lithuania annual Public Relations and Communications event organized by the Lithuanian Public Relations Specialists’ Association and the Lithuanian Association of Public Relations Agencies. The event has been organized since 2014, and usually consists of three parts. The first part is the PR Impact Awards conference, during which speakers from Lithuania and abroad share their knowledge and experiences. The conference is then followed by the presentation of shortlisted projects and an award ceremony of the best projects in PR and Communications.


International Jury Members




Conference Speakers

  • 2016
  • 2015
  • 2014

PaRa Impact Awards turned international in 2016. The organizers, which included the Lithuanian Public Relations Specialists’ Association and the Lithuanian Association of Public Relations Agencies, were joined by a news outlet Verslo Zinios, which became the event’s media partner. The cooperation took the event to the international level by bringing speakers from the United Kingdom and Sweden to the event and inviting PR and communications professionals from Germany, Switzerland, the UK, Finland, Estonia and Latvia to join the awards’ jury.

In addition to the established international scope, the PaRa Impact Awards extended the range of topics covered at the conference by its speakers: from social responsibility communications to a political communication and its relation to the public opinion, to the latest industry trends.

Last year’s event received the largest amount of the awards applications ever. 50 different projects were competing for “The Best Project’s” title in a number of categories, including Corporate Communication, Integrated Communication Campaign, Marketing Communications, Event, Social Media Communications and others.

The first event’s success in attracting Lithuanian PR professionals demanded the event’s increase in scope in 2015. To achieve that, the Lithuanian Public Relations Specialists’ Association, the original organizers, joined their forces with the Lithuanian Association of the Public Relations Agencies. That way, two largest PR associations in the Lithuania began contributing to the event.

The submitted PR and Communications projects competed in the Corporate Communications, Integrated Communications, Social Responsibility Communications, Social Media Communications, Press Release, Event Communications, as well as PR Officer of the Year and PR/Communication Agency of the Year categories. The event’s jury awarded projects from both public and private sectors.

PaRa 2014 event was the first and, at that time, the only Public Relations and Communications event in Lithuania. Its mission was to raise the professional qualification of PR professionals by allowing them to share their best practises, and establishing networking opportunities.

A number of well known local PR professionals, media and business representatives shared their insights into the hottest topics in the market at the event’s conference. They came from multiple backgrounds, including the insurance industry, national media, the media monitoring sector and various PR agencies.

For the first time, the best PR and Communications projects were awarded at PaRa 2014. They competed in The Duo of the Year, The Most Effective Communication Agency, The PR Officer of the Year, The Project of the Year and other categories.