MAXIM BEHAR - We live in a New World with a New Scale of Business Values

The sooner we understand this, the faster our business will grow, says the globally-renowned and award-winning Public Relations manager.

As the Founder and CEO of M3 Communications Group, Inc., Maxim has seen the communication world evolve from hard-hitting journalism into the current global digital melting pot it has become today. His work and workstyle have changed significantly in the past decade and are now changing daily. The communications business changed upside down and had nothing to do with it even a couple of years ago. Of course – the main reason is the “tsunami” of social media and its incredible impact on global communications at all levels, but there are also so many accompanying reasons.

Maxim is convinced that the base of his business – Public Relations and other companies- has not changed and will never change. Ethics, transparency, and honesty are needed more than ever these days, and all companies must know this very clearly. From the very beginning of his business, back almost 30 years ago, he knew this, and despite all the difficulties and all the shaking times, his company was always fair and ethical.

The Challenging Start

At an age when most students worry about their grades, Maxim started to work. The age of 14 was indeed too early. Then, after high school, he spent five years as a machinery worker, graduated from International Business in Prague, Czech Republic, and started working as a journalist. In 1994, he decided to bring his journalistic career to a close, although he was the Managing Editor of one of the first private daily newspapers in Bulgaria.

Stepping into the new role was an extension of his journalistic career. Maxim started his business and launched M3 Communications Group, Inc. from scratch. “My first office was in a small kitchen, probably between the fridge and the washing machine… But those were the times – in the post-communist era, Eastern Europe was total chaos, nobody knew how to do business at all, and I started a business – Public Relations, which was not known in Europe yet, excluding the United Kingdom. Then, I was not thinking about success, profits, professionalism, or teamwork… I was alone, with no partners, no money, and no idea what I wanted to do, except that I knew it would not be easy,” reminisces Maxim.

Thirty years into the business, Maxim believes everything is still a challenge, and every day has its challenges. Not being stalled by these challenges and finding a path is the key to success. The most critical factor, per Maxim, is to create a good working team to make clients happy and to respect their jobs. And this is 365 days a year project, to be exact.

Leading with Empathy

As the founder, Maxim dons multiple hats at his company. He says his role is mainly to motivate the company's team, take care of all significant clients' projects, and keep a delicate eye on all team members in different departments to be treated fairly and equally and to have the necessary education and creative comfort. Last but not least – to remember every single day one of his main principles in business – good leaders create more leaders. And today, he feels, this is a must – leaders decide everything from development, profits, and clients to ethics. Not managers, but leaders! As he wrote in one of his latest books, written during the pandemic, “The Morning After,” today, everyone in the office must be a leader – on his desk, with his clients, teams, and projects!

Another critical factor to his success as a businessman and leader is his emphasis on innovation. Innovation, says Maxim, is the keyword of each business, especially in public communications. He reads a lot! “I start my day with a strong espresso and news from the night. I read an obligatory couple of interesting articles about my business, sending them either to the whole team or only to selected managers. The world of social media has its innovations every day; if we miss even one or two days, it may mean we are already old-fashioned,” says Maxim.

Maxim opines that businesses today must realize that the world has changed enormously during the past decade and that we live in a new world with an entirely new scale of value and professional targets. The moment we realize that then, all business projects will go much more straightforwardly.

Practicing Professionalism

Maxim fails to understand the much ado about diversity or inclusion. For him, from the very first day of his business, he has never cared about the origin, sex orientation, religion, or the color of the skin of his employees. The only thing that matters to him is the team's performance and how they can understand each other in the office. This is why, for him, all those messages are pretty strange. “We are humans, and in business, nothing else than professionalism must have any impact. This is my definite understanding.,” he asserts.

Maxim believes that as a professional, the important thing is how you do your job and your attitude towards your life and colleagues. The rest of the factors simply shouldn't be a bother at work.

A Celebrated Leader

Throughout the years, the company and Maxim have received many global awards. There is not a single year, not even a single year in all its 28 years of history that M3 Communications Group, Inc. has not received an international award. The company was announced by Stevie Awards as The Best PR Agency in the World many times. PRWeek also recognized it, and by the same magazine, Maxim was announced as the Best PR Professional in Europe for 2022.

Maxim is also the President of the World Communications Forum in Davos, Switzerland, Chair for International Growth, and past President of the International Communication Consultancy Organization (ICCO). He has been awarded many titles, including Best PR Professional in Europe by PRWeek for 2020 and 2022, Manager of the Year by Manager Magazine, and Communicator of the Decade by the Indian Association of Business Communications. A global citizen, Maxim is also the Honorary Consul General of the Republic of Seychelles in Bulgaria.

“I know all those awards are great recognition for our work, but for us, the best recognition is always the attitude and satisfaction from our clients and our positioning on the market,” he says.

Words of Experience

We asked Maxim what he would like the budding entrepreneurs to know and understand. He has to say this: “A couple of years ago, in one of the Davos Communications Forums, my presentation was entitled “A PR man never gives up…”. So, this is a straightforward and necessary message to all, especially during all those difficult times. No matter who you are or what the business is, if you ride the bike, just do not stop, and try to do your job correctly and creatively, and success will come…”

Looking Forward to Another Great Year

“My expectations from my team are straightforward, and I know they will happen – a more united, innovative, and successful team. And I know very well that it will not happen overnight; changes always take time. But now they must happen as soon as possible and what is more important – sustainable and steady,” concludes Maxim.

Published in The Ciotimes magazine