The Bulgarian Association of PR Agencies (BAPRA) and the Bulgarian Public Relations Association (BPRA), in partnership with the marketing agency Pragmatica, presented the first national representative study on the development of the PR sector in Bulgaria – “Trust Vs. Results. Survey of business attitudes towards the use of PR services”. The event was moderated by journalist Vesislava Antonova.
The study outlines key trends in business attitudes towards PR communications. The data show that 58% of companies perceive communication as a strategic tool, and 56% view the PR budget as an investment. Businesses are increasingly looking for clearer measurability, transparency and business orientation in their partnership with agencies, and PR is now perceived as a management function, not just a support activity.
“The data show that PR agencies are now perceived as strategic partners, and our expertise needs to deepen in the business understanding and measurability of communications.”
— Iva Grigorova, Chairperson of BAPRA
“PR communications are a key tool for building trust and sustainability in business. It is time to build on what has been achieved with new skills, technologies and partnership models.”
— Ivan Yanakiev, Chairperson of BPRA
The event program included:
General presentation of the Trust Vs. Results – Survey of Business Attitudes towards Using PR Services
Discussion: Challenges for Business – Possible Solutions from the PR Industry with participants Iva Grigorova, Chairperson of BAPRA and Director of PR Business, MSL/Publicis Groupe and Ivan Yanakiev, Chairperson of BPRA and CEO, Propaganda
Discussion: Services and Skills – Opportunities, Development and Future (Agencies and Internal Teams) with participants Svetlana Savova, Managing Director, V+O Communications, Kremena Georgieva, Corporate Communications Manager Kaufland and Iliyana Zaharieva, Corporate Communications Director A1
Discussion: Directions and Development of the PR Industry with participants Alexander Hristov, Managing Partner, Paragraph 42, Ekaterina Dimitrova, Managing Partner, InterImage and Chairperson of BACA, and Vanina Handzhiyska, Freelance PR Consultant.
