This year, the EACD has appointed two new Board Members – Vanessa and Germanas. Their extensive expertise and wealth of experience, spanning from PR to internal communication, and from marketing to crisis management, promise to bring invaluable insights to our association. We asked them to tell us more about their past and current experience, and to share some ideas about being part of the EACD. 

Meet Vanessa Pavinato: With a background in multilingual communication, she entered the world of communication over 20 years ago, where she has contributed to a variety of communication fields, from the press office through to marketing and corporate communication. 

Meet Germanas Kavalskis: With over two decades of proficiency in Corporate, Government PR and Marketing, Internal Communications, and Business Development, Germanas is a seasoned expert in crafting effective and successful communication strategies. He has played pivotal roles in various influential capacities, including representing Lithuania in the EU Council Working Group on Information and chairing meetings during the Lithuanian Presidency in 2013. Additionally, he has served as a Jury Member for esteemed competitions and events within the field of public relations. 

  1. What does communication mean to you?

Vanessa: “Communication is everything, isn’t it?!? Firstly, as it is not possible to not communicate – be it words, images, colours, behaviours… And, probably even more importantly, because only by fostering clear and consistent communication across audiences can one engage people, build collaborations, achieve results and, possibly, lead to change.” 

Germanas: “For me, communication is the art of conveying messages effectively, ensuring that information flows seamlessly between individuals, teams, and organisations. It’s about building relationships, fostering understanding, and achieving shared goals. But most importantly, it’s ensuring that everyone understands they are a vital part of this process. It’s recognising that company goals can’t be achieved if everyone doesn’t comprehend them, if they’re not familiar with them, and if they don’t appreciate the significance of their role – even if it may seem minor and unimportant – in helping the company reach its objectives.” 

  1. Participation in the EACD as a Board Member is important because…

Vanessa: “I have been a member of the EACD for quite some years now, appreciating the value of the resources offered and the commitment towards the multi-faceted world of communications. Being able now to bring together the on-the-ground experience with the possibility to shape learning opportunities, provide thought-leading content and facilitate networking for communicators to become better professionals is a dream come true. 

“There are many aspects that one may not think about: for example, the international, or multi-national, character of the organisation, which allows for the exchange of multi-cultural needs and experiences. And where there is knowledge sharing, there is always an enriched experience to bring back home.” 

Germanas: “Being part of the EACD allows to contribute to a community of professionals who are passionate about elevating communication standards across Europe. A platform for collaboration, learning, and sharing best practices, ultimately driving positive change in the field. 

“The association is a platform where communication professionals receive the latest information about trends developing in different countries. It helps expand their knowledge not only within the borders of their own country but also provides a broader, pan-European perspective on communication. This is particularly relevant for organizations operating across different countries or interested in expanding their activities, and such information would be valuable to them.” 

  1. Could you share more about your primary workplace or main professional role?

Vanessa: “I hold the position of Head of Communications in a member-based, international professional association operating in the medical field. Many aspects of my job are directly relatable to what the EACD does in terms of serving members and advocating for the profession. I deal with a diverse range of audiences, from the highest-ranking officers within the organisation to the wider public, spanning across more than 30,000 professionals in over 150 countries worldwide. This translates into a number of challenges, including making content and messages resonate through a variety of cultures and ensuring that medical news is presented accurately without exaggeration.” 

Germanas: “I am the Head of Communications at Yukon Group, a group of companies specialising in manufacturing thermal imaging optics for the civilian market. We’ve been at the forefront of integrating thermal vision technology into the hunting industry and currently lead in this sector. Our operations span across more than seven countries, with our headquarters situated in Vilnius, Lithuania. Recently, we established a new office in Poland. From a communication standpoint, I’m pleased to share that in October, we unveiled the group’s new corporate identity, including a new logo and corporate website. In terms of my role, I oversee all aspects of communication, both internal and external, as well as social responsibility and sustainability.” 

Prior to joining Yukon Group, Germanas gained experience in various international companies operating in Lithuania, with a background in the public sector, having served in the Prime Minister’s office in Lithuania and the Ministry of Foreign Affairs, where he was responsible for communication regarding Lithuania’s membership. Furthermore, during Lithuania’s presidency of the EU Council in 2013, Germanas chaired the Information Working Group, which was responsible for communication matters. 

  1. In your opinion, what could be this year’s communication trend or which topics might dominate the next couple of years?

Vanessa: “The communication field has experienced so many rapid changes and developments that I am no longer surprised by anything. However, it remains difficult to anticipate or identify something specific beyond what we already know, such as the focus on sustainability, launch of new social platforms, fake (and/or controlled) news – at least these are the ones that impact her the most.” 

Germanas: “Forecasting is always a challenging task, as each region has its own topics and trends. What might be of interest in one region may not have the same demand elsewhere. However, I believe that the topics of the war in Ukraine and sustainability, especially in Europe, will continue to dominate for at least a couple more years.” 

  1. Share a significant moment in your career with us (a tough challenge you faced, a big win, or an achievement you’re especially proud of).

Vanessa: “When I was tasked with establishing a corporate communication department, it marked one of the most formidable challenges and a profoundly significant moment in my career. 

“Being entrusted with creating something entirely new was both exhilarating and daunting. It demanded a great deal in terms of interpersonal communication and collaboration with existing units. Simultaneously, it required the ability to blend pragmatism and practicality (seeking the resources necessary for efficient and swift performance) with a visionary approach (anticipating the talents needed as the department expands and communication evolves). It is an ongoing struggle, yet it’s precisely what keeps them all enthused about their daily work. 

Germanas: “The most pivotal moment was the Lithuanian Presidency of the Council of the EU in 2013. As this year commemorates its anniversary, such an experience, occurring only three times in a person’s lifetime, brings you a lot. 

 “It was a complex undertaking, demanding seamless coordination and diplomacy on an international scale. The successful outcome was a testament to effective communication and collaboration. During that period, I came to realize that Lithuania is an equal EU member state, just like the longstanding members. Many aspects of EU membership were implemented in Lithuania even more effectively than in some other countries, particularly from a communication standpoint. It brings me joy to know that I could contribute to this. And the most life-affirming lesson was understanding that we all communicate not in British English, but in Brussels English, and if someone didn’t understand you, it was their issue, not yours.” 

  1. In the free time you…

Vanessa: “In the little free time I have (commuting is a significant burden), I enjoy taking long walks with my lovely dog, in the countryside, in the woods, in the mountains… And because I no longer have time to cultivate my hidden passion, i.e., singing, I at least follow my son who is growing to become a very good trombone player.” 

Germanas: “In my free time, I enjoy immersing myself in literature, exploring the rich narratives of both fiction and non-fiction works. It’s a source of inspiration and a means to expand my horizons.” 

  1. Any recommended books to read?

Vanessa: “Recently I haven’t read many books, I mainly concentrated on identifying interesting articles about either my profession or current affairs.” 

Germanas: “I’ve read several hundred books, but I couldn’t pinpoint a specific one, as each of them is interesting in its own way and offers food for thought.” 

  1. Music to listen to while working?

 Vanessa: “As I am too passionate about music (jazz in particular), I cannot really listen to any while working: colleagues in the office would easily find me singing out loud! But I do have a passion also for classical music – Sibelius, Rachmaninov, Tchaikovsky, which gives me an option to ‘leave the world out’.” 

Germanas: “I find instrumental and ambient music conducive to a focused work environment. Artists like Vangelis create soundscapes that help me maintain concentration and productivity.”