Sustainable communication as a marketing element

Abstract

Sustainable communication refers to any communication related to corporate social responsibility, considering economic, social, and environmental concerns and the interests of all stakeholders. The fact that media culture has become a dominant force of socialization is discussed in the article. The other point here is that at the beginning of the twentieth century, there were about 3500 manor houses in the territory of present-day Lithuania. Currently, only about 600 of them have survived. The description of the communicative strategies that some of the manors apply, such as by Paliesius manor, can prompt far-reaching conclusions. The general idea of the article is that castles and estates located in priority areas of the country's tourist attraction can be decisive in promoting the nation's heritage, tradition, and culture. The strongest precondition for this influence can be the part of programming that those heritage objects undertake.