of “micro-popular persons”, “experts” in their own field has emerged. This is a serious challenge of the concept of the “sole authority” what traditional media were until recently. It is no longer possible for communications to be one-sided – there is always feedback.
The actions are very often chaotic and not consistent; reactive and not proactive.
That’s why one of the first steps in the creation of a modern PR strategy is the so called “Stakeholder mapping” – analysis of all key groups which influence the business of a particular company. A very important group is the employees – they are the main ambassadors of corporate communication.
Gergana Vassileva: The main advantage of digital media is that they stimulate a content created by users which can give a valuable feedback for the organization and its profile among certain stakeholders. This can bring a big benefit in the research and development of new products and services as well as for the enhancement of the profile of your business.
Where do Bulgarian companies fail in communications the most? Gergana Vassileva: With most of the Bulgarian companies there is still an understanding of PR as media relations and not as integral communication strategies. A communication strategy cannot change the quality of the goods and the services.
Where do you see the place of digital media and do you expect an overall digitalization of corporate communication and media activities?
Another important aspect is transparency – social media and networks give opportunities for cooperation and engagement of conflict stakeholders. But it all depends on what the target groups and their profile are. In my opinion, both digital and
traditional media have their role in reaching different stakeholders. The most important thing is synchrony and consistency of corporate communications. How do you see the benefits and the damages from the crisis for the PR specialists and the media? Gergana Vassileva: We all learn to be more and more flexible and to search for new and more efficient decisions. This brings many challenges. Some say it is getting harder. I think it is getting more and more interesting and challenging to come up with different, creative and successful campaigns. PR is not a white-collar job. As damage I can point out the mass invasion of unprofessional players on the stage. The boom of digital media influenced the quality of journalism all over the world. We can be very glad for the existence of business media like b2b. 91