When did you know that this career is what you wanted to do?
Writing has always felt innate to me. As a child, I would venture out into the streets of my city with my camera, observe events, and document them in a handmade newspaper that I wrote and stapled together. Similarly, when I received a teddy bear at age five, which I still have today, I crafted a story about him and his friends, writing and illustrating it myself. I kept that book in a drawer until fifth grade. When I transferred schools, I mentioned it to my language teacher, who was intrigued and asked to read it. This moment was crucial for me—having a teacher recognize my passion encouraged me to write more. Eventually, I won a national poetry contest and an international essay competition. In 10th grade, I wrote an opinion article critiquing the vanity of the popular TV show “Gossip Girl” and its negative influence on teens at the time. I was shocked when it was published in one of the most prominent Lithuanian news outlets, marking my first notable byline. So, since a young age, I’ve had no doubt that I’m destined to be a writer. I feel fortunate to have found my path early on, knowing that many people struggle to discover their true calling.
What was a milestone project for you?
One milestone project I’m most proud of is investigating sexual assault in the fashion industry. I began reporting on the industry in 2017 and quickly noticed the abuse that occurs behind the scenes. Often working as contractors, models are vulnerable due to the lack of labor protections. My co-founder and I decided to create a tracker called Fashion Watch to document sexual abuse cases in fashion over the past decade. We received a grant from Columbia Journalism School’s Brown Institute for Media Innovation to kickstart the investigation.
What’s one of the greatest challenges your industry is facing?
It’s not a secret that since digital media overtook print, journalism has struggled to find a sustainable business model. There are always new ideas and innovations aimed at solving this problem. When I was at Columbia Journalism School in 2016-2017, pivoting to video was considered essential, but that approach didn’t prove fruitful in the long run. At the time, we studied success stories like BuzzFeed News, the Pulitzer Prize-winning digital news website that took the internet by storm, but even it shuttered its newsroom in 2023.
The traditional path of becoming a journalist hasn’t existed for a while. Back in the day, you might start at a local newspaper and gradually work your way up to a prestigious publication like The New York Times. But with the decline of local newsrooms, that route isn’t viable anymore. Today, everyone has to carve out their own career path, which requires adaptability, an openness to change, and a keen awareness of industry trends. It’s no longer enough to be just a reporter—you need to understand the business side of journalism, social media, audience engagement, video production, and more. Being a jack of all trades is essential. It’s a challenging path, but those genuinely passionate about the industry will persevere and become the next generation of leaders who shape its future.
Media organizations also face immense pressure to avoid mistakes, as even minor errors can damage their credibility. Fact-checking, and even triple-checking, is essential. For example, The New York Times recently published a recipe for a chilled beet soup, mistakenly calling it a famous Polish dish. This sparked outrage among Lithuanians, who proudly regard ‘šaltibarščiai’ as a national dish. Social media erupted, and national Lithuanian media covered the backlash extensively. Even minor errors, such as a mistake in a recipe, can have far-reaching consequences and further erode public trust.
What fuels your creativity?
Fascinating stories never cease to amaze me. Whenever I come across something funny, strange, or extraordinary, I jot it down in the notes app on my phone. As a writer, I document anything that feels significant—almost like keeping a diary—because I’m afraid of forgetting meaningful memories.
I draw immense inspiration from intellectual conversations, particularly in academic settings where learning opportunities are endless. Listening to guest lecturers or speakers often unlocks new parts of my mind, fueling my desire to grow, learn, and discover a deeper sense of purpose. Recently, a thought-provoking discussion with the Chair of Journalism at Emerson College about the future of the media industry left me energized for a week and sparked new ideas. As Eleanor Roosevelt wisely put it, “Great minds discuss ideas; average minds discuss events; small minds discuss people.”
What do you look for in entries at The Communicator Awards?
When I evaluate entries for The Communicator Awards, I’m looking for a few key things: originality, creativity, out-of-box ideas, and the quality of work. The work needs to be polished and well-edited—no typos or poorly edited videos or podcasts. One common mistake is poor content structure; if the content isn’t organized properly, it’s easy to miss the main point.
Most importantly, as a writer, I value touching and engaging stories. Brand story is everything. I’m also looking for companies with genuine missions and ethical values they actually follow. I think it’s pretty obvious when something isn’t authentic or if someone is looking for clout for work that is only mediocre. To win an award, your entry needs to be exceptional.