PR-элита России: 157 интервью с высшим эшелоном российского PR

Regarding the agency – It was established 1997, and I had exciting time developing the agency and myself. We have a lot of international clients as IBM, P&G, Western Union, ING and many more.

Можно ли обучиться профессии PR-специалиста? Или это призвание? Как было у вас?

I believe that the most successful PR people combine the knowledge and education with a great personal qualities. In today’s 24/7 news world, PR people should keep working on their development and education every day in order to stay on the cutting edge of the PR profession.

When I was at school, I was responsible for organizing all cultural events in my class and later for the whole school. That makes me think that PR was vocation for me.

Вы выбираете себе со-трудников по личным качествам (единомышленников) или профессионалов? Что выгоднее?

I believe that personal qualities are more important as education is something you can get, but is difficult to change personal qualities after 25 JI want to see the sparkle in the eyes of the people when hiring people for my agency.

You need to work with passion to be successful.

Как вы отвечаете на вопрос, например, незнакомых людей или родственников, или друзей – «чем вы занимаетесь?» Говорите честно и проводите мини-лекцию «что есть PR» или как-то иначе?

Very interesting question… Sometimes it is difficult to explain it especially to the older generation… Usually I say that I help companies and organizations to talk to different audiences that are important for them… When I have time I m more than happy to explain PR in more details.

Part of our role as PR people is education. In our region PR is still not very well understood and sometimes it has not that good image. So I use any opportunity to explain and contribute for the good reputation of PR profession.

Что вы можете сказать об имидже PR-специалиста в Болгарии? Ваши прогнозы?

As I mentioned above, the image of PR profession is not that good.

The reason is that the profession became very trendy and there are so many people not educated and qualified that work as PR specialists. On the top of that media contribute for the bad image of PR as quoting very often PR as spin and nothing else.

We have to work harder to improve the image of our profession.

Определите, пожалуйста, как можно короче три раза:

PR – это: honest communication.

PR – это: building understanding and trust.