Sofia, 5 January 2026 – Bulgarian Association of PR Agencies (BAPRA) announces the launch of the sixteenth edition of BAPRA Bright Awards 2026: Algorithm of Trust. The event is part of the festive program on the occasion of 25 years of BAPRA - a quarter century of innovation, ethics and leadership, during which the association has established PR as a strategic force for business and society.
Algorithm of Trust – The New Reality
In an era where algorithms and artificial intelligence are no longer just tools, but the foundation of communication solutions, the PR profession is moving from a reactive to a proactive role. Today, communications means analyzing vast amounts of information, modeling crisis scenarios, and making decisions in real time. PR is the mediator between machine logic and human authenticity, when we become the witnesses algorithms dictate the speed of information. But amidst the technological revolution, trust remains the most valuable asset – a measure of sustainable relationships between organizations, media, communities, and customers.
"The algorithm may predict, but trust convinces – and remains the greatest competitive advantage in society. This year, technology and data set a new standard for communications, and PR leaders prove how value is created – strategically, transparently and with impact. By celebrating 25 years of BAPRA, we show the evolution of the industry in Bulgaria: from a support to a management function, from content to integrated business results." - said Iva Grigorova, Chairperson BAPRA (2024-2026)
Special award from BAPRA in a new category for students
On the occasion of 25 years of BAPRA, a Special BAPRA Award is being introduced in the Bright Awards, in which students majoring in mass communications and PR can participate. The goal is to give visibility to the new generation in communications. The format is team participation and presentation of a campaign concept based on a given brief.
Categories, jury, schedule, conditions and criteria of https://bapra.bg/2026/
- The competition is open to members of BAPRA, PR and communication agencies, as well as internal PR and communication departments of companies.
- The new edition of the awards has updated terms and criteria for participation, including: campaign eligibility, application format, material requirements, evaluation methodology, fees and deadlines.
- The international jury of established experts in communications and marketing will be announced later. Expect their presentation soon!
- The application form is open until February 8, 2026 (early registration) and until February 18, 2026 (late registration).
- The awards ceremony will take place at the end of March 2026.
