Each of us has something distinct to offer—an authentic voice, a perspective shaped by experience, and strengths that set us apart. Yet, in the noise of professional expectations and industry norms, these qualities often get buried under generic messaging and standardized approaches. The real challenge isn’t just to communicate but to do so in a way that reflects who we truly are. Effective communication isn’t about speaking louder; it’s about speaking with clarity, purpose, and authenticity. When individuals and organizations embrace their unique strengths and integrate them into their communication, they don’t just convey information—they create impact.
This is where Laura Dabulytė makes a difference. With a background rooted in journalism and an intuitive understanding of strategic messaging, she helps businesses and leaders refine their voices, craft meaningful narratives, and connect with their audiences in ways that feel natural and powerful. As the founder of COMMS ON DUTY, she has built an approach that goes beyond conventional PR, ensuring that communication isn’t just polished but purposeful.
Journey from Journalism to Strategic PR Mastery
Laura’s career journey began in journalism, where she honed her ability to ask the right questions, identify compelling stories, and communicate with clarity and impact. This foundation provided her with a unique edge when transitioning into the corporate world, where she realized the power of communication in shaping reputations and driving business success.
Her expertise spans over two decades, during which she has helped organizations navigate complex communication landscapes, manage crises, and establish authentic connections with their audiences. Recognizing that many organizations struggled with strategic messaging, she founded Comms On Duty—an agency built on the principles of journalistic integrity, strategic thinking, and creativity.
Building Bridges with Trust
The story of Comms On Duty is one of trust and mutual respect. Laura’s clients played a crucial role in encouraging her to establish the agency, having experienced firsthand her ability to craft impactful narratives. As her reputation grew, former clients sought her expertise, valuing her unique perspective and ability to deliver results.
Her approach is rooted in collaboration. She ensures that communication strategies are not just designed for external messaging but also integrate internal stakeholders, fostering alignment across organizations. Through public speaking engagements, workshops, and training programs, Laura empowers businesses and leaders with the knowledge and tools to communicate effectively.
The Evolution of Communication in Business
Laura has observed a profound transformation in the role of communication within organizations over the years. Once relegated to a secondary function or an afterthought, communication is now firmly established as a core strategic priority. Businesses today recognize that the strength of their communication strategies directly influences key decisions, such as mergers, investments, and brand positioning. Communication is no longer seen as a one-way broadcast, but as a vital tool for shaping perceptions, building trust, and fostering meaningful relationships.
A key shift Laura highlights is the growing recognition of internal communication as the bedrock of an organization’s overall success. She stresses that before reaching out to external audiences, it is crucial for organizations to first ensure that their internal teams are well-informed, aligned, and engaged. By fostering clear and transparent communication within, businesses can create a foundation of trust and cohesion that empowers employees to become effective ambassadors for the brand. This internal alignment then becomes the driving force behind authentic external communication efforts.
In today’s fast-evolving business landscape, Laura’s insight is clear: communication is no longer just about disseminating information—it’s about creating genuine engagement, fostering a sense of belonging, and building long-term understanding both within and outside of an organization.
Vision for AI and Authentic Storytelling
As artificial intelligence becomes increasingly prominent, Laura believes that AI should serve as a starting point rather than a replacement for human creativity. Comms On Duty incorporates AI-driven insights while ensuring that campaigns retain a human touch.
One of her most successful campaigns involved blending history with marketing—a unique coffee blend celebrating Vilnius’ anniversary. This initiative resonated deeply with audiences by offering a tangible and memorable experience, reinforcing Laura’s belief that simplicity and authenticity are key to impactful storytelling.
Mastering Media Connections
One of the defining strengths of Comms On Duty is its deep-rooted expertise in journalism. The agency’s team, composed of former journalists, brings a unique perspective to PR. This collective experience gives them a keen understanding of what media professionals look for—how they evaluate stories, the factors that make an angle newsworthy, and the kinds of narratives that capture attention. Laura and her team know that crafting compelling messages for the media isn’t just about delivering information; it’s about presenting a story in a way that resonates with both journalists and their audiences.
With this invaluable insight, Comms On Duty has built lasting, authentic relationships with journalists, positioning itself as a trusted partner in media communication. The agency doesn’t just push messages out; it strategically works with the media to create stories that align with both the client’s goals and the media’s editorial needs. This mutual understanding allows the agency to craft stories that are not only newsworthy but also strategically beneficial for the clients they represent.
Laura understands that many businesses view the media with skepticism, often concerned about negative coverage or fear of scrutiny. However, she believes in shifting the narrative. Rather than seeing media relations as an adversarial challenge, Comms On Duty encourages companies to view it as a partnership. By focusing on shared objectives—informing the public and engaging audiences—Laura’s agency helps clients develop transparent, effective media strategies that build trust, generate positive publicity, and foster a deeper connection with their audience. This approach fosters genuine collaboration between brands and the media, transforming how businesses communicate and how they’re perceived by the public.
Crafting Winning PR Strategies
A key principle in Laura’s strategic approach is defining success in measurable terms. She believes that every PR initiative should start with a clear vision of what a win looks like one or two years down the line. By working backward from this goal, she ensures that strategies are focused, structured, and results-driven.
Adaptability is another cornerstone of her approach. In a rapidly evolving world, she advises businesses to leave at least 15% of their strategy flexible, allowing for adjustments based on changing circumstances. She also champions leadership development within organizations, ensuring that future leaders are equipped with the communication skills necessary for long-term success.
Telling Stories That Resonate
Laura believes that the best communication strategies are built on authenticity. She encourages organizations to look inward, identify their unique strengths, and build narratives that reflect their true values. By focusing on what is real rather than fabricating stories, businesses can establish trust and credibility with their audiences.
In her workshops and training sessions, she emphasizes the importance of showcasing an organization’s existing culture and strengths rather than trying to fit into generic communication templates. This approach ensures that messages feel genuine and resonate more deeply with stakeholders.
Elevating Lithuania’s Presence on the Global Stage
Laura takes pride in representing Lithuania in the global communication landscape. She highlights how the country, despite its size, has established itself as an innovative and highly professional player in international business.
Her agency blends European professionalism with a forward-thinking approach, showcasing Lithuania’s strengths to global audiences. Through her work, she actively contributes to raising the country’s profile, demonstrating that small nations can achieve remarkable impact on the world stage.
Overcoming the PR Hurdles
One of the key challenges businesses face in PR is the tendency to prioritize marketing and advertising budgets over a comprehensive communication strategy. In a market that isn’t vast, many companies allocate significant resources to technical aspects of advertising while overlooking the broader impact of strategic communication. COMMS ON DUTY advocates for an integrated approach—emphasizing media relations, internal communication, and partnerships before diving into pure advertising. By focusing on what is truly necessary to achieve a company’s goals, rather than unnecessary external or technical expenses, the agency ensures that messaging remains authentic, purposeful, and effective.
Another major challenge is the increasing demand for speed in communication. In today’s fast-paced environment, businesses must respond almost instantly to maintain relevance and credibility. COMMS ON DUTY operates with agility, fostering real-time collaboration within its team to produce timely and impactful content that resonates with all stakeholders.
While challenges in PR are ever-present and constantly evolving, Laura views them as opportunities for growth and refinement. By continuously adapting and striving for higher quality standards, COMMS ON DUTY remains committed to helping businesses navigate the complexities of modern communication with precision and authenticity.
Unleashing the Power Within
Looking ahead, Laura envisions a future where organizations, conferences, and events seeking engaging speakers can easily connect with her. She also aims to ensure that companies in search of live and distinctive communication strategies recognize the value COMMS ON DUTY brings to the table. Passionate about infusing energy and practicality into communication, she remains dedicated to hands-on client projects, public speaking, and strategic communication training.
COMMS ON DUTY will continue to expand its recurring event series, Value-Creating Communication, fostering the growth and development of communication professionals. Laura’s vision is to maintain a dynamic and engaging approach, seamlessly blending practical experience with educational initiatives. By staying active on stage, online, and through interactive workshops, she strives to inspire both personal and professional growth—adapting and thriving in the ever-evolving PR landscape.
