We are delighted to present the new column of Jobs.bg in partnership with Economy.bg – a place where professions come to life through the personal stories of people who have made an exceptional contribution to their development. We will explore trends and the future of each profession, challenges and opportunities, and what it takes to be successful – through exclusive interviews with leaders and prominent professionals who share their personal journey, values, and vision.

In the column "PR Leaders of Bulgaria", we highlight the profession of PR and corporate communications through the perspective of inspiring PR authorities shaping its future in Bulgaria.

Meet Dr. Maxim Behar – a globally recognized PR expert, Bulgarian entrepreneur, journalist, diplomat, and Harvard Kennedy School alumnus. He is the Founder and CEO of leading PR company M3 Communications Group, Inc., a partner of the world’s top PR firm Hill & Knowlton. Behar is a former President of the International Communications Consultancy Organisation (ICCO) and since 2021, the current President of the World Communications Forum Association, based in Davos, Switzerland.

He is the only Eastern European inducted into the Global PR Hall of Fame in London and has been awarded multiple titles, including “Best PR Professional in Europe” by PR Week (2020 & 2022) and “Global CEO of the Year” by The International Stevie Awards. Behar is also the author of the global bestseller “The Global PR Revolution”, ranked among the Top 100 PR Books of All Time by Book Authority and a record-seller on Amazon in the PR category.

Born and raised in Bulgaria, but considering himself a global citizen, Behar is Chairman of the Board of Trustees of the University of National and World Economy, PhD in Media and Public Communications from Sofia University, and Honorary Consul General of the Republic of Seychelles in Bulgaria.

ell us about your personal story and professional path to your current position. What were the important moments, challenges, successes, and mistakes you learned from?
I started working before I turned 14, as a carpenter in a local dairy factory, making wooden crates for milk bottles. My real job came during my first summer in high school – I wanted badly to go to the seaside with friends, and my father said: “No problem, but you need to earn your own money. There’s a machinery plant across the street – ask if they’ll hire you for the summer.” That’s how my career began. And I don’t put quotation marks around “career” – I vividly remember every day in that plant. I spent almost five years there, then studied economics, continued in Prague, and became fascinated by journalism.

For me, journalism was always about communication – influencing people through messages, shaping thoughts so they resonate. I co-founded the daily Standard, and when I decided to move on from journalism, I created a company that could constantly develop me – and that became M3 Communications Group, Inc.. I faced challenges, fell many times, but always stood up and moved forward.

Most importantly – I learned every single day, and I still do. But I never learn from mistakes. Why? Because if you repeat them, you’re not fit for business. I always analyze successes – mine, my company’s – and from those details, I know how to achieve bigger ones. Once you climb a peak, you don’t look down – you look at the next peak. And that’s been my path for more than 30 years in business.

How has the profession changed from the beginning of your career until today?
It has gone through a revolution. PR today is the most dynamically developing industry in the world. Back then, we were intermediaries between our clients and their audiences, mainly through the media. We wrote press releases, hoping they’d get published. Now, we hold the media in our own hands. We manage social media, solve crises in real time, and make rapid, precise decisions. It requires immense preparation, speed, and accuracy – a world apart from when I started.

What is necessary to be successful in PR today? Skills, knowledge, education, values?
You need to be yourself. Nothing more. To lead your projects with knowledge, precision, ethics, professionalism. Two key elements: knowledge and decision-making. Knowledge comes from education, daily practice, constant experience. Decisions require precision – aiming for near-perfection. And of course, dedication. This job is not “nine-to-five”. It’s passion, persistence, and attention to detail. For those who love it, it doesn’t feel like work.

What advice would you give to those starting their career in PR? What would you tell your younger self?
Once in Davos, I was asked at 9 p.m. to replace a keynote speaker the next morning. No topic, no slides. I sat down and wrote: “A PR expert never gives up.” That’s been with me since my very first day.

My personal formula is the three Ps: Precision, Proactivity, and Integrity. Without these, you can’t succeed in PR today. If I look back at my first day, the only reason I’m still here is that I never once thought of giving up, no matter the challenges.

If you’re dedicated, hardworking, and resilient, nothing can stop you.

Quick Q&A with Maxim Behar

• Childhood dreams? I listened to BBC Radio all the time and dreamed of telling stories. That dream came true.

• What do you teach your children? Hard work and responsibility – by example, not preaching.

• What gives you energy? Love at home and the creative atmosphere at the office.

• What drains you? Nothing. If negativity appears, I remove myself from it.

• The hardest “No” you’ve told yourself? I say many “no’s” daily – none are hard.

• Last time you asked for help? This morning – I asked my daughter’s boyfriend to restart my coffee machine.

• AI in PR – threat or opportunity? AI will not replace you. But the next generation who masters AI will. That’s the real challenge.

• Three dinner guests from past, present, or future? My late father, Elon Musk, and someone from the future.

• If you started again with nothing? I’d rent the same tiny apartment, buy a second-hand computer, and start all over again.

• A dream still unfulfilled? A meeting in the White House with the U.S. President.

• Success is…? A journey, not necessarily a destination.

What are the trends and challenges for PR in the era of social media and AI?
AI won’t replace PR experts – but those who master AI will. Every day brings new tools, and we must learn instantly. Soon, we’ll get all information directly on our glasses – and we’ll need to react fast, in teams, with professionalism. The future requires constant learning, adaptation, and embracing new trends – in communications, in management, and in building trust with clients.

What new skills would you like to acquire?
To step more effectively into the shoes of my colleagues and clients, understand them deeply, influence with knowledge and professionalism, and prove every day that I’m passionate and responsible.

How do you stay up-to-date in your profession?
Every morning, at 7:01 sharp, with a strong coffee, I read industry articles from New York. I’ve done this for 30+ years. I read countless business books on my Kindle, watch daily podcasts, and learn from everyone I can. It’s a never-ending cycle – 365 days a year.