HC Baltica in LithuaniaPR and communication

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Media trends in Lithuania

The number of daily newspapers or other high-quality print is declining;

Major rivalry among news portals;

The media finance is not in the best situation (reasons: the economic crisis reduced the mass media editorial offices; legislative base and taxes; rising costs and declining revenues; the overall media popularity drop; advertisers shrinking; competition);

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PR situation in Lithuania

Usually: PR person is considered as the source of information by media;

There is a different situation in Lithuania: Media recognizes PR agent as a person who tries to obtain free-of-charge advertisement;

Classical PR tends to be less efficient and more problematic. Alternative – the internet, creative solutions and

direct communication.

However, the classical PR in any case is necessary, but it doesn’t reach any more 100 percent planned communication flow.

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Ice hockey in Lithuania

Not a popular sport (Nr. 1 sports in Lithuania – basketball);

Unknown sport (only small hockey community knows this game);

Never been highlighted as much before;

Has some negativity because an unfortunate earlier initiatives.

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The begining

What we did?

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Working with the media

Strategy of silence;

The BIG BANG (a major mass media attraction );

Non stop communication: basic and sustentive;

Purposive information spread (reaching the general and paricular media contacts; in our case, spreading the relations in a new and particular field).

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Baltica and the media

Concentrating mostly on the internet area and radio air (due to the budget and efficiency);

Being accessible 24/7 and engaging (operative and attractive information spread);

Keeping up professional and pleasant relations (maintaining the connections made at the press conference, accreditations, VIP invitations to main media edit’s heads and a reminding invitation to the mass media);

Creating a new tradition in sports and supporting the ice hockey topic professionally.

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Proper Baltica positioning

Rebirth – Lithuania’s ice hockey is revived by the appearance of the new team.

Never seen before level – the only professional ice hockey team; The only opportunity to watch a professional game; the first club from Lithuania in MHL.

Victories – fighters for Lithuania to win.

Novelty – a new tradition in national sports (a dear to second national religion – basketball);

Unique team – talented and charismatic players from Lithuania, Slovakia, Poland, Denmark and Russia;

The perspective – a dream team for the growing Lithuanian ice hockey generation; a very positive and historical project on the Lithuania’s sports agenda.

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Keeping up

Same same but different

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Channels

Outdoor screens (video);

Screens at the supermarkets (video);

Internet portals (banners and facebook events and contests);

Radio (commercial on air);

Print (games announcements);

Ticket’s distribution places (posters, banners, night sales);

Posters (public places);

Flyers (public places, direct invitations on the main streets);

Arena’s branding;

Attributes.

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The power of communication

Say it, repeat it and then repeat it once again

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Traditional communication

Before the match set and after each match – a press release;

When having any news – a press release;

Focus:

Always keeping up the main positioning at any and every written, visual or oral information, related to the team;

Highlighting the positive facts and “angle” the not very pleasant ones (example: nationality question and the number of Lithuanians players at the team – emphasizing Baltica as a future platform for perfection to the growing generation);

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o In Lithuania Facebook is Nr. 1 portal (near one million users);

o Problem: the tendencies of fans growth. In almost two years it became more complicated to attract new fans. There are two options in order to achieve quick and significant jump in the number of fans numbers:

o by fraud;o by tempting major prizes, discounts.

o Otherwise, the work remains consistent and devoted to the daily growing number of fans.

Direct communication and inovative solutions

Phenomenal and fast growing community on the Facebook:

Creation and constant maintenance of: up to date and exclusive information, photos, videos, attractive way of communication, creative, active community, supported by the team members and etc. Official events before the game sets; Contests, various tasks, joint decision making. Cooperation with our partners facebook pages (example: 15min with 107,301 fans)

Social projects (example: inviting orphans to see the games and meet the team);

Contests on air (example: working with Russkoje Radio);

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Going further

Expanding communication

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Always on top

Social responsibility projects;

A weekly online show about the team and ice hockey;

“Soft” information spread (initiated articles, TV, radio shows and etc.) National wide contests (working with media partners);

Suggesting Baltica as a platform for communication to future partners.

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Thank You!