Host: Hello now in the studio of "Your Day" is PR expert Maxim Behar. We will talk to you about the tensions and the trends on the threshold of the new political season. But now I want to ask you at the beginning before we get into politics, a follow-up to our previous conversation. The tragedy in Prilep, the street justice, the lynching that we saw there. Do you think it is from the general way of talking in Bulgaria that violence becomes an argument?

Maxim: The United States is an emanation of strict laws and their uncompromising enforcement. However, I don't want to diminish this incident is really a great tragedy, it can happen anywhere. Laws are on one side and faith or trust in government is on the other. But if indeed these people are treated in the way that the penal code defines them and are treated immediately, for it to be announced immediately in society I think that somehow there will be justice. I don't know if this story will serve as an earring to many people. Certainly, it is a very big emotion, they were at some party and probably under the influence of alcohol were out of control. However, the law as the King said a few days ago is the same for everyone.

Host: The inevitability of punishment.

Maxim: It must be enforced. A huge tragedy, but it is happening. There's no assessment for myself whether it has anything to do with the fact that power is a little weaker in Bulgaria than it has been in previous years. What is important is that the law is enforced and, even more importantly, that this is communicated to the Bulgarian citizens. What has happened, who has done it, how much they have been sentenced to, under which article, so that the people, the voters we all live with, really know that there is law enforcement and that the law applies and applies to everyone.

Host: Denkov comes out and says, "There is no tension between the “GERB-SDS” and “We Continue the Change -Democratic Bulgaria" when we all see the opposite.

Maxim: And communication-wise and politically I'm not at all bothered by what you call tension, which is not tension. It's an exchange of opinions, it's communication sometimes in person, sometimes through the media, sometimes through social media. It would bother me if everybody spoke with one voice. There is an exchange of different opinions and I think that Bulgarian citizens are intelligent and mature enough to judge who is sympathetic to whom and, above all, to hear all possible opinions. Bulgaria is not a country ruled by coalitions. There was one coalition that was between NDSV, DPS and BSP, I think it was in 2005-2009. It was with the personality of the Tsar, Dogan and Sergei Stanishev played a more relaxed role then. But we are not used to having a coalition, we are used to the President saying something and the Prime Minister agreeing. It seems to me that such a discussion, if it is conducted in a good tone and with good arguments, is very healthy and useful for society. Now it is true before an election, but even in the calmest Scandinavian countries, it gets hot before an election. There is always a bit sharper talking and compromising.

Host: It's just that on the one hand, we see the presidency as an institution that uses a very attacking tone. Does that further confuse the situation?

Maxim: That is why I told you that there should be clear arguments, a calm tone and dialogue.

Host: Mr. Behar, to what extent is this tension and opposition of opinions not between politicians but within society due to social networks and the fact that not everyone can be an author?

Maxim: On the contrary. I think that this exchange of opinions, this wide publicity is part of life. It didn't exist before and the beauty of modern democracy, modern society, is that now everyone can share their opinion. One day, I think insults and breaches of ethics will be criminalized, something I am advocating in all sorts of international forums. The beauty of social media is that it is interactive. If something is written in a newspaper or broadcast, you can't react. You put your opinion on any social media, then there's a second, third, and so on.

Host: We are on the cusp of a new political season. What do you expect to happen from September 1?

Maxim: I'm very optimistic because this government is starting to behave more and more confidently. And I keep hoping whether the word expect, or the verb expect is the most accurate. But the verb hope will more accurately express what I have in my head. I hope these people will really pull Bulgaria forward and I want to remind you the most important thing is the branding of Bulgaria abroad. Bulgaria must have a good image abroad. Bulgarians who are young, intelligent, educated, and ambitious should be shown outside Bulgaria so that investors can come, not just tourists and people who work here.

Host: The PR expert Maxim Behar visited us with an unheard and very optimistic theory about the future of the political process, and civil society in general, that we need to brand Bulgaria so that we can present it well abroad.

You can watch the whole interview here.