1. Categorie:
Crisis communications
Title of campaign:
1. The conflict of Lithuanian E - energy subsidiary company Latgales ener ija
and municipal government of Rezekne.
short common description of the campaign::
In the autumn of 2007 Lithuanian company E-ener ija subsidiary company
Latgales ener ija that supplied energy to regions of Latgale came to a conflict with
Rezekne City Dome in connection with heating energy supply. In the result of
actions by Rezekne Dome, an arrest was imposed on the accounts of Latgales
ener ija and its movable property was distained. The company's activities were
practically impossible. Taking into account that conflict between the private
company and local government happened short before the beginning of heating
season, heating supply to the city was under a serious danger.
The aim of Rezekne Dome was to interrupt Latgales ener ija activity in Rezekne
creating a new company for providing heating services - Rezeknes ener ija.
Agency participated in the meetings with Rezekne City Dome, conducted crisis
communication for Latgales ener ija, creating relationship with mass media and
explaining the company's point of view.

2. research work done during the campaign:
The agency was involved in solving the crisis communication at the moment when
the local government had already submitted claim in court against the company
and conflict was in progress for a while. Thus, the agency's objective was
burdened in communication with city inhabitants, local government
representatives and mass media. Before starting, the agency carried out mass
media content analysis to find out:
• If and how company's opinion is reflected in mass media?
• What is the attitude of city inhabitants to local government announcements
about the existing situation and the company?
After summing up the results of the content analysis, the main conclusions
were that company's (Latgales ener ija) opinion was practically ignored and not
published. Attitude of inhabitants against the company was critical.
The next step was to interview the representatives of the attorney office that
represented client's interests and study all the materials of the case.
The agency's objective was to understand the situation in a few days; evaluate the
study results; give client some advice about the conflict and start up the work.
strategy:

3. Target audience: state and local government structures; inhabitants of Latgale
region; regional mass media; state national mass media; society in total.
The main news:
• In spite the fact that Rezekne local government's actions destabilize the
company's work (the trial process and arrest of company's accounts), inhabitants of
Rezekne will not stay without heat and hot water during the new heating season.
• Latgales ener ija does everything possible to reach an understanding with
Rezekne local government and continue to work in the region.
Communication channels:
Regional mass media;
Internet mass media;
National mass media.
Communication ideas/methods:
1. Starting up the work, agency spreads the Latgales ener ija's point of view:
"First of all, our accounts and movable property are arrested, the company's
activity is paralysed. Then Rezekne Dome announces energetic crisis. I cannot call
it any other word as a complete absurd and irresponsible action," says Intars
Berzinsh, Latgale ener ija's board member.
2. Lithuania's ambassador in Latvia is informed about the conflict. He sends an
open letter to the government of Latvia, expressing his opinion that action of local
government can present Latvia as unsafe country for business.
3. Press conference is organized: E-ener ija and Latgales ener ija have a chance
to express their opinion.
4. Agency represents company's opinion in mass media and participates in
meetings with management team of local government.

4. Results of the campaign and evaluation::
Not taking into account that legal procedure in case of Latgales ener ija is still in
progress, thanks to the successful client and agency collaboration:
1. Heating supply in City of Rezekne was stopped for a short time and then
renewed maximally quickly. The parallel communication with local inhabitants
explained the reasons for stopping heat supply and informed that it will be
renewed as soon as possible.
2. National mass media started to present the opinion of the company as well.
Objective information was presented in 62 % of the cases. The local mass media
was not so fair, taking into account its specifics (for example, mass media of
Rezekne categorically refused to publish company's opinion, reflecting only
opinion of local government).
3. Company continues to work in the region and plans to develop its further
activity.