Market Landscape

What are the major corporations across sectors that have decision-making units based in the region?

Bulgaria is a small market and most HQ and decision makers are based outside the country. This makes the process of making a direct approach towards them difficult, requiring other instruments for communication – third party connections, networks connections, etc.

What are the “hottest sectors” for start-ups?

The hottest sectors for start-ups in Bulgaria are: Fintech/ICT, product development and services.

What kind of sectors are the rising stars in the local economy?

Surely a rising star of the local economy are our outsourcing and R&D centres.

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Today our series is featuring Elena Braykova of United Partners, GlobalCom PR Network’s partner agency in Bulgaria, who provided us with some insights regarding their local PR practices and regional trends.*

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For our interview series, the GCPR-Blog team talked to Gergana Vassileva from GlobalCom’s Bulgarian partner United Partners about the latest trends in the Bulgarian market.*

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Our latest comment for the well known German PR magazine PR Report was provided by Gergana Vassileva from GlobalCom’s Bulgarian partner United Partners in Sofia. The article was published in the recent issue of the magazine (see image) but we wanted to share the English language basis for the German article with you:
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Learn why Bulgarian media rarely asks questions in press conferences, why the latest Heineken beer and Pampers campaigns used Facebook as a main communication channel and why the high acceptance of new communication channels causes problems in the use of the local language in our global PR interview series featuring Bulgarian PR expert Gergany Vassileva this week.*

* The series is based on phone or face-to-face interviews and written input, therefore please excuse language mistakes which might reflect foreign language influences.

1. What is the latest trend (change) in PR you have identified in your region?

Gergana Vassileva: First we need to mention that PR is relatively new in Bulgaria in comparison with the countries from Western Europe and the States. During the communist times there was only propaganda. When we established our public relations company some 13 years ago, it was very difficult to explain to the clients what PR was and why they needed it. At the moment the public relations discipline is like a fashion – everyone knows everything about PR and is doing PR.

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