Maxim Behar for "Manager" Magazine: You Can Be Infinitely Brave, But You Must Have Knowledge
06.2020
After being announced as "Best PR Professional in Europe" at this year's official ceremony of PR Week, the Bulgarian PR expert spoke to "Manager" Magazine about the changes that have taken place in business since the pandemic and what lessons we have learned since then.
- What will be the sustainable changes in the communications field after the pandemic outbreak?
— Changes in our business are already happening at the speed of light. That is why I would be cautious with “sustainable.” The changes are certainly aimed at even more professional reactions in crisis management and have creative ideas for the preservation and development of brands. And this is logical. The pandemic has caused many unknown crises in many companies — declining consumption, telecommuting, and an even greater boom in online commerce and communications. But let’s talk about sustainable elements in communications. I am sure there will always be three things that will be more important than anything else: ethics, honesty, and full transparency.
- What are the communication lessons that COVID-19 helped us learn?
— Five or six years ago, at a World PR Organization ICCO congress, I predicted that about 30% of the public communications business would be able to be done remotely. But now, returning to those days, I remember not believing in that prediction too much. Well, it happened faster. And this is the first important change — the business is exported remotely. It can be from the kitchen at home or Starbucks; it doesn’t matter; it’s important to have a good and fast mobile connection and to feel at ease. The second big lesson is that what we used to call “event business” will disappear in its current form, and in a year or two, much of it will also be online.
- Is it time for new messages? Is there room for more courage in the field?
— Our business has always required a lot of creativity, exceptional preparation, and quick solutions. There is room for boundless courage, but it must be backed up by perfect and constant preparation. Every day early in the morning or late in the evening, I read at least 2–3 articles with information about what is happening in the world, and every day, I find something new and unique. In the PR business, you can be infinitely brave but must have knowledge.
- You have received exceptional recognition for your work from PRWeek. What motivates and inspires you lately in a professional context?
— I am motivated by having a wonderful professional team, people with ideas, knowledge, and dedication. I have been in this business for over 25 years and have probably received all possible world awards, but I know what happened today will not be relevant tomorrow. That’s it; every day, you have to be different, innovative, and, as you say, inspired.