Maxim Behar: Bulgaria Has No Leaders with Clear Steps for Progress

PR experts Maxim Behar and Iva Ekimova appeared on election day in Euronews Bulgaria's special election studio, "Parliament 51," hosted by Diana Radeva.

Host (Diana Radeva): I was wondering how things are in Sofia – is alcohol being sold today or not, considering the curfew lifts at 8 p.m.? Elections happen so frequently now. It used to be clear, but now it's hard to tell. I think local authorities decide.

Maxim: Over this past month, during the election campaign, we didn't see considerably interesting news, and now, on election day, we're investigating blocked or jammed locks. It's humorous today, but looking forward, it's not funny at all. We all waited expectantly to see something that didn't materialize this month. First, we didn't see straightforward, concrete programs from political parties and movements on how Bulgaria plans to emerge from the crisis over the next 1-2 years – this is crucial. Secondly, we saw no real leadership debates. We didn't see prominent political figures surrounded by journalists and people around them or facing tough questions. Instead, they either answered whatever they pleased or gave vague responses, even though it's 2024 and the whole world, not just Bulgaria, is awaiting the outcome in America on November 5. But more importantly for us, we await politicians and political managers who can show us a future for Bulgaria, and not just regarding the Eurozone, Schengen, or inflation. There have been discrepancies in fiscal policy across recent governments, leading to market upheavals. We all see prices rising, and there's a stark imbalance between the cash in the market and consumer relations among customers, sellers, and manufacturers. We need an accurate, honest, and intelligent economist to sort this out – it's a straightforward job. When a company is struggling, you call in the accountant and ask what to do. Bulgaria's accountant is nowhere to be found.

Host: There's a recurring theme here about division and unity.

Iva Ekimova: It's inevitable. You yourself introduced the current state of affairs in Bulgaria through the lens of the upcoming American elections, and Mr. Behar also discussed that topic. One of the American presidential candidates constantly speaks about unity – something we haven't heard from Bulgarian candidates.

Maxim: Referring to the United States, we've seen the same language used in our parliament here and in the debates between the two candidates – only on a completely different level, much sharper and more insulting, especially from one of the candidates. You know, I'm not that concerned with the language, although it's inappropriate for political conversations. What I'm more concerned about is the genuine lack of ideas from Bulgarian politicians on how to get Bulgaria out of this crisis. Even in families, people argue, but in the end, there are other values – raising the children, educating them, marrying them off, then we can argue later.

Host: If you will allow me to argue with you, the language concerns me a lot because it reflects a model of thinking and a mindset. If you speak a certain way, it means you think that way, feel that way, reason that way and that's your perspective.

Maxim: It actually shows a lack of ideas, definite goals, and steps.

Iva Ekimova: The actions don't show any difference either. Just look at the campaign ads – I've been in the PR field for 30 years, and I've never seen anything like this.

Host: Why is this happening?

Maxim: Because political marketing has died, and all these people who think they're doing political marketing are actually stuck somewhere back in the late '90s.

Host: Is it because they feel they know what's happening and don't need an expert?

Maxim: Because they believe messages aren't that important, but corporate votes, vote-buying, or influence through certain institutions are what matter. In Bulgaria, we have around 650,000 state employees. No one expects these people to want change or a different status quo – clearly, they would vote for anyone in power. I don't mean any political party, but anyone who guarantees this status quo has a high chance of winning, especially with this voter turnout. So, they don't rely much on messages, social media, or concrete steps. They think that no matter what economic program they propose to get Bulgaria out of the crisis, people won't understand it. But if they insult someone or wave their hands wildly on TV, that will be remembered. And this has become the language of political marketing. I'm not sure many people in Bulgaria truly understand this very complex profession.

Host: In the previous election, we, people from traditional media, were surprised to see people some of us had never heard of join the parliament. Is there potential for something similar now – for new projects to enter, given the low voter turnout?

Maxim: I don't think that will happen, and even if it does, it doesn't matter. The key political forces that need to sit down and reach an agreement, if they can and want to, are the most important ones. But even if they agree, without a program, without a clear vision of what's happening in Bulgaria, how to change the budget, redistribute funds, and stop the reckless draining of European funds and other sources, things won't work. They might also need to work on their egos a bit. I see so many politicians who use "I" a little more than ordinary people at home and believe strongly in their own indispensability and superiority. But history shows people come and go, and what remains are the programs and concrete measures they must enact. Despite everything, I'm still optimistic because Bulgaria is currently in a kind of lethargic sleep that's lasted two years. We vote for the same people, then vote again; they don't reach an agreement, and we get interim governments. Not to mention that the interim government system is entirely counterproductive and should be abolished. We can't keep changing ministers like tissues every 4-5 months. We need a government, and I urge everyone to go vote. I will vote myself because voting is not only about expressing a stance; it's also about seeing neighbors and exciting people you see only at elections. Everyone expects a drop in voter turnout, but it's essential to vote so we can help Bulgaria awaken from its current lethargic state, which it will do very soon.

Host: Thank you very much!

Watch the full interview here.