Veneta: Hello, Gala!

Gala: I’m very happy. Welcome. It’s such a pleasure. Welcome.

Maxim: I’m very happy to see you again.

Gala: Wait a second. Are these the clothes you wore there, or did you just take them as a souvenir?

Maxim: No, no, no. This was our uniform the entire time.

Veneta: These are the astronaut suits that all astronauts in Alabama train in.

Gala: Seriously?

Veneta: Yes, absolutely seriously. These are real astronaut suits. If you look at NASA photos online, all astronauts are wearing these suits.

Gala: Sit down so I can offer you some coffee. Did you drink coffee there?

Maxim: No. (laughs) American coffee.

Gala: Don’t say such a thing.

Veneta: It really was American coffee.

Gala: Ah yes, so it’s not really drinkable, I understand. I was wondering if there were any restrictions.

Veneta: No, no.

Gala: I have to admit something—Maxim, I’ll turn to you here because I know all the cool and meaningful things you’ve done and we’ve talked about them, but you also do some pretty crazy things. This one honestly surprised me.

Maxim: It’s not that crazy. You’re right, Gala. Veneta and I walked the Camino, we wrote a book, I sang with Misho Shamara, and we made several wonderful songs.

Gala: Cool, but still crazy.

Maxim: This is what I call stepping outside the comfort zone. When you leave that comfort zone—the everyday office life, communication with clients and colleagues—you start feeling different. You see life from the outside. In December I had a birthday, and on Sunday we gathered at home with the kids to think about what challenge we could create for the birthday. In the invitation I sent to my guests, I wrote: “Please don’t bring me gifts.” Because we all know that after every birthday we usually end up with 50 bottles of wine and four whiskey sets.

Gala: And you have so many friends that there’s always someone to drink those 50 bottles of wine with.

Maxim: Exactly. So I simply said, “Please don’t bring me gifts. Here’s a QR code—if you want, you can support my next challenge. Veneta and I are going to space training.”

Gala: Had you talked about something like that before? And are you even a fan of things like that, Veneta?

Veneta: I’m a huge fan of things like that. In fact, sometimes I’m the one who provokes them. No, we hadn’t talked about it before. The idea came up one Sunday at home with the kids while we were thinking about what to do for Maxim’s birthday this time. The idea came absolutely spontaneously.

Gala: You embraced it immediately, with no resistance.

Maxim: Veneta suggested that we collect money to sponsor a young person from Bulgaria through the Hello Space project that we run with the Atlantic Club, so they could potentially go to training in the United States. Then I picked up the space topic and said, “Wait a minute—why don’t we go ourselves? We can easily send a young person later.” While we were talking, I started searching on my phone. I discovered the Space & Rocket Center in Huntsville, a small town in the state of Alabama. We applied immediately, and they told us there were no available spots. This training happens only once a year.

Gala: And as far as I understand, very few people are accepted, so that makes sense.

Veneta: It’s a program that takes place once a year. It’s the longest program the center offers and it’s only for adults.

Maxim: So I found them, but there were no free spots. I wrote something like an essay where I told them how important it was that I had a birthday.

Gala: You can make them find space.

Maxim: I told them this was very important for us, and since it only happens once a year—and there was no other similar training in the program. Otherwise they have children there every day for one-day visits. Then they replied and said, “Okay, in that case we’ll open two additional spots.” And that’s how Veneta and I ended up in Alabama.

Gala: What is this center like?

Veneta: This center is an enormous complex with museums, rockets, ground stations where you can see what is happening in space in real time. There is a simulation of a station where lettuce, vegetables, and food are grown in space. There are real rocket engines, models of rockets that have flown in space, and actual rockets that have been built. There’s even the entire control panel of one of the first Apollo missions, built by IBM. Its memory is only 64 GB, and you wonder how something like that even flew into space.

Maxim: What’s very important is that this is actually the place where astronauts flying on American spacecraft are trained and prepared—including Russians. Right now there are two Russians on the American station. Twenty-one graduates of our course have become astronauts, and their photos are displayed there with a big sign that says: “You can be one of them.” It’s something unique, because in about ten days we went through the same training that real astronauts go through—with the difference that we took a plane back to Sofia afterward.

Gala: And the others take the rocket and go…

Maxim: They continue doing it for years. Every morning we had breakfast with interesting people they called “docents.” It’s their own terminology. These are people over 80 years old who worked at NASA—engineers, software specialists—now retired, and they’ve given them this role. When visitors come for training, they have breakfast with them and share fascinating stories. One of these docents, Charlie, told us about mistakes and said: “Here you can make mistakes. Up there in space you cannot, because in space there is no gray area—only black and white.”

Gala: Where were the people from? I know the center is international.

Maxim: Mostly Americans, and two Bulgarians.

Veneta: No, there was a boy from the Netherlands.

Maxim: From the Netherlands.

Veneta: Yes, and a girl from Thailand.

Maxim: But they were in neighboring groups.

Veneta: They were in neighboring groups, but the interesting thing was that the girl from Thailand and another girl from America were studying Space Management Operations. There is already such a specialty. People study how to operate ground stations, manage spacecraft logistics, and organize the entire mission.

Gala: Veneta, since we women are living in a very good time now when the world has opened its doors much more to women—what was it like there? How many men and how many women were there?

Veneta: I would say almost equal.

Maxim: Yes, almost equal. Maybe five women and ten men, or six women and nine men.

Veneta: The numbers were slightly different in the two groups.

Gala: So there wasn’t a male dominance—roughly balanced. Ten days—how was the program structured? Was it divided into modules?

Maxim: We went through all kinds of training: working inside a space station, operating mission control to command the station. On the last day we went to Mars. That was the most exhausting mission for me personally, because the day before we trained for four or five hours for that mission, and then we spent the entire day on Mars.

Gala: Wait—what do you mean you trained and then you were there? What exactly does that mean?

Maxim: We enter the spacecraft and start operating it. Each person has a specific role. There were five of us.

Veneta: Five people in the spacecraft team. There were seven people at the ground station and two people whose mission was to repair the spacecraft because something had malfunctioned in space.

Gala: Real situations. So do you actually have to land the spacecraft and understand when to do it?

Veneta: You have to take off, land on Mars—that was our mission—install the station there, establish communication, install power, provide oxygen, build the whole system. We even had an emergency situation because the station leader had to simulate fainting.

Gala: And you had to give first aid?

Veneta: Yes, we had to give him first aid.

Maxim: My role was that I had to fall to the ground with a broken arm.

Veneta: And we had to save him.

Maxim: My colleagues had to ask the medical team on Earth what to do—should we give him a painkiller injection, should we restrain him? They came and restrained me. Everything is exactly like in a real mission.

Gala: What made the spacewalk part so exhausting?

Maxim: Because we exit through a very small hatch. Everything is built one-to-one. You have to crawl through that opening.

Veneta: And you’re wearing a spacesuit.

Maxim: We had big helmets and additional white protective clothing that made movement even more difficult.

Veneta: And you sit inside the capsule the same way astronauts do during launch. The space is extremely small. I honestly wondered how four people will spend ten days there during future missions.

Gala: Tell me about the feeling of zero gravity. Do you feel light like a feather? Is it pleasant?

Veneta: To simulate zero gravity they took us underwater. At about seven or eight meters underwater you reach a state similar to weightlessness. They put us underwater in special suits and we had to play basketball and build a hexagonal structure. Everything moves very slowly—you have to coordinate carefully with the others.

Maxim: What Veneta demonstrated earlier is also a simulation of weightlessness. Those are special springs that pull you upward, and that’s called “walking on the Moon.” You feel almost weightless while trying to walk.

Veneta: It’s not that easy actually. The springs pull you in all directions, and you have to use a lot of effort to move forward.

Maxim: Another challenge was the way we lived. We stayed in very small rooms with several people per room—men separately, women separately.

Gala: Really? You weren’t together?

Maxim: No. Men were on the second floor, women on the third. The rooms had no windows.

Gala: Maybe to create the feeling that you’re in space.

Maxim: Exactly. The beds were simple bunk beds. We brought sleeping bags from Sofia, so you get into the sleeping bag and sleep.

Veneta: Compared to this, the Camino was a luxury version.

Maxim: But the most important thing about this challenge is that we wanted to truly experience it and show young people in Bulgaria that it is possible. If Maxim and Veneta can do it, Elena or Ivan can do it too. Through the Hello Space project we bring together 500–700 children every year. They have a direct connection with astronauts in real time for 30–40 minutes. They are extremely motivated to learn what space is like.

Gala: It would be wonderful if something like this existed here in Bulgaria.

Veneta: Two things impressed me the most. First, when you’re there everything suddenly feels possible—like you could jump into a spacecraft right away. From here it feels like something from another life. Second, when the instructors heard our accent and asked where we were from and we said Bulgaria, they immediately said: “You are very good at mathematics and physics. You have some of the best schools in the world.”

Gala: That gives me goosebumps.

Maxim: One of the courses we had was about the legal framework of space.

Veneta: We even had a debate.

Maxim: Who owns what in space? If Americans land on the Moon—but Russians, Israelis, or Japanese land there too—whose territory is it? Who decides? It’s a complex question.

Veneta: But NASA repeated a very strong message several times: they are open to cooperation and to integrating technologies from all countries.

Gala: Although the romantic view of space is beautiful, future conflicts might also happen there.

Maxim: Maybe we should first solve the conflicts on Earth.

Gala: Did you have exams?

Veneta: No formal exam, but you have simulations. If you haven’t learned the theory properly, your spacecraft will crash in the simulation.

Maxim: We also flew an F-16 simulator.

Veneta: Yes, we piloted an F-16 in a simulator.

Maxim: We learned about the history of American aviation and then each of us had a real cockpit simulator. You had to take off, land, and fire missiles.

Gala: Did you receive a certificate?

Veneta: Yes, we received certificates.

Maxim: And our team was awarded “Outstanding Team.”

Gala: Bravo!

Maxim: Today we’re presenting our experience at the Atlantic Club and encouraging young people to try this. I returned with 4,000 photos and hours of video.

Gala: Last question—did you have time to enjoy yourselves a little? A nice dinner, a glass of wine?

Maxim: Alcohol and cigarettes were forbidden there. On the last evening after we received our diplomas, Veneta and I went into Huntsville, had a glass of Italian wine, and shared a pizza.

Gala: That was it?

Maxim: That was it. But before that we spent two days in Nashville.

Veneta: We arrived two days earlier to adjust to the time zone and ended up in the middle of a huge celebration on February 14. There were concerts everywhere. We danced country music—it was phenomenal.

Gala: You’re wonderful. Thank you for sharing all this.

Maxim: Thank you. I want to tell everyone watching: it’s not that difficult. Try it. Space is worth it. It’s science, not just a physical challenge. The more we learn and explore, the better we become. We came back with three times more energy than we had before. And no one asked how old we were or why we were there.

Maxim: We brought you a gift, Gala. This is our photo with the Bulgarian flag at the base.

Gala: Wow!

Maxim: And the message says: “Space is closer than many people think.”

Veneta: Which is absolutely true.

Maxim: We respect you and we love you.

Gala: Thank you very much. I’ll place it there and enjoy looking at it.

Maxim: Good morning, and happy holiday to you and to everyone!

Diana: Happy holiday!

Veneta: Happy Baba Marta!

Diana: All morning we have been so busy that we forget to congratulate each other on this beautiful spring holiday. You can already feel that spring is coming.

Maxim: We are very happy to be in our favorite television studio exactly on this holiday.

Diana: And I thank you for being here. Actually, this adventure was a birthday gift for you, right, Mr. Behar? How did you start this space mission?

Maxim: I gave it to myself as a birthday gift because I wanted it to be something interesting and unique that I would remember, and I am very happy that I came up with the idea. Actually, Veneta first suggested that it would be good to collect money and sponsor a young person to attend such training. At one point I said, “It would be much better if we went ourselves, because then we could tell all of Bulgaria that if Maxim and Veneta can do it, anyone can do it.”
It seems very unusual and strange when you sit here in Sofia and think, “Space training in Huntsville, Alabama—how do you even get there? What kind of camp is that?” We sleep several people in one room, men separately, women separately, in very uncomfortable beds, like wooden bunks, in two levels. When you imagine all these things from Sofia, you say, “This is something big.” At the same time, it is something extremely interesting, something that filled us with energy and showed us that we can achieve it and overcome this challenge as well.

Diana: What are we seeing in the footage now?

Maxim: This is called walking on the Moon—moon walking. This is Veneta, and this is actually a simulation of weightlessness.

Diana: It looks easy. Maybe it is not as easy as it looks.

Maxim: For me it was easy. Veni claims it was not.

Veneta: No, it’s not that easy. These springs that hold you from different directions are designed to place you almost in a state of weightlessness, and you have to fight against that in order to walk. That’s why on the ground there are the footprints of Armstrong, who stepped on the Moon and left those prints. You can see how big the steps are—they are not normal human steps, simply because it is very difficult to walk that way. You cannot take normal steps; instead you push yourself forward. That’s why we were having fun here, trying to move forward, backward, and sideways.

Maxim: There were more difficult challenges, but in the end, when we were already at the airport in Huntsville and about to return, we realized that nothing had actually been difficult. On the contrary, it was very interesting and very inspiring. We met fascinating people. In fact, during this week or ten days we went through everything that real astronauts do.

Diana: What do they do that we don’t know?

Maxim: We have watched so many videos, and YouTube is full of all kinds of information. There is nothing that surprised us that much, but you have to go there and actually do it. The first two or three days, with a bit of jet lag as well, were a little tiring.

Diana: Did you eat space food?

Veneta: It’s very minimalistic and concentrated.

Maxim: We actually have space food at home because Bulgaria is a major producer.

Diana: That’s right.

Maxim: But no, we didn’t try it there. We ate very simple American food—bread, butter, jam, scrambled eggs, burgers of course—but food was not something that occupied our minds at all, even though we had breakfast, lunch, and dinner. The breakfasts were the most interesting because we met retired NASA veterans who sat with us at the table while we were eating and told us stories about Apollo, stories about Challenger—stories we would never have been able to read anywhere. Those were very interesting meetings. In addition, the largest space museum in the world is located in that center.

Diana: What does this museum contain?

Maxim: Every free minute Veneta and I spent in the museum.

Diana: Yes, I imagine there are many fascinating exhibits. What impressed you the most?

Veneta: It is an enormous space. Inside there is everything you can imagine related to space, including models of rockets, even real rockets, real engines, and launch systems. The control panels are there as well, and there is a constant streaming connection with space.

Maxim: Screens where you can see live what is happening at the space station.

Diana: Do you know what keeps going through my mind the whole time? Why humanity, world leaders, and all of us are not moving in the direction of developing initiatives like these—where we build and create—instead of fighting wars and hating each other. Do you have an answer to that question, especially when you go to a place like this where you can dream without limits and then return to reality?

Maxim: First, it is very expensive. Second, the United States is a country that invests enormously in this field. It’s true that they postponed the mission to the Moon for two years. First, it’s expensive; second, it requires an enormous concentration of scientific knowledge. And third, since the beginning of the world, people have fought wars. Of course, people should not die, but there are also dictatorial regimes where freedoms and development are severely restricted. I personally do not have the answer whether people themselves can free those societies or whether wars become inevitable. I don’t have the answer, although both of us are quite pacifist.

Veneta: Very pacifist. When you are there, everything seems so achievable that you simply say, “Okay, I’ll do another training and I’ll fly.” That’s really how it feels there.

Diana: Can these trainings actually lead to becoming a space tourist?

Veneta: Yes. This is the training that all astronauts go through. It is the initial stage. After that you apply and can continue depending on your physical preparation and knowledge. The training can last from several months to several years.

Maxim: Everything is one-to-one with the real thing. We were on a space mission in a spacecraft. I conducted chemical experiments on the station. Veneta operated the station. There were three of us in the crew. After that we spent one day on Mars.

Diana: One day on Mars? What is it like on Mars?

Maxim: We did exactly what real astronauts do. We launched the station, followed the trajectory, and arrived at Mars. We were responsible for landing the station on Mars. Then we exited through narrow tunnels where you have to crawl, wearing additional space suits and large helmets. It was very heavy. Then we stayed in the station based on Mars, where we had various exercises. I personally planted lettuce and other plants that we later brought back to Earth. Everything was done exactly like the real process. We had instructions and communication with the command center. One day we were in the command center to see how things work from there and to give commands.

Veneta: Everyone had a role in the command center.

Maxim: Everyone has a role everywhere. One person is responsible for communications, another for launching, another for temperature control inside the station. Everyone has a role. We experienced everything almost exactly like the real thing. When they asked us what the biggest mistake in space is, we didn’t know the answer. They said: “There is no mistake. The moment you make one, you’re out.”

Veneta: But the training is so intensive and repeated so many times that it would take a real failure for a mistake to happen—and you are not alone there.

Diana: After this mission, does it seem possible to truly explore space, considering that our technologies are still limited?

Maxim: We had an entire afternoon dedicated to space law. It was actually a debate. We were divided into groups and discussed who owns space territories. If someone lands on the Moon and says, “This territory is mine,” how is that possible? Our instructors gave the example of European settlers who arrived in America 250 years ago and claimed land. We also spent half a day assembling rockets ourselves—real rockets—which we then launched. Another day was dedicated to aviation, and we flew an F-16 simulator.

Diana: A small mistake in such a fast aircraft…

Veneta: And you can spin several times in the air.

Maxim: Exactly. This whole experience was incredibly interesting, and we didn’t even know what we were going into. When we asked them to send us a program, they said, “We don’t send programs.”

Veneta: It’s impossible to describe such an experience in a program. Each mission started with preparation, where they explained the theory and how to read the instructions. Then you actually performed the mission. It combines theory, practice, and physical exercises. That’s why we really didn’t know what to expect.

Maxim: On the first evening we had a welcome dinner, and one of the vice presidents of the NASA center said: “These will be some of the most interesting days of your life.”

Diana: And was she right?

Maxim: Absolutely. Maybe even the most interesting days. She was completely right. On the first day, before we even received our suits, Veneta and I walked around and saw the Bulgarian flag.

Diana: Where did you see it?

Maxim: At the NASA center.

Veneta: In the museum. There is a whole ceiling with the flags of all countries that have contributed to space exploration.

Maxim: It made me very happy to see the Bulgarian flag. The idea of our experience was that many people in Bulgaria would say, “If they can do this, so can I.” People often identify with those they see in the media. I want to say to everyone, especially young people in Bulgaria: you can do it. The mission we attended takes place once a year with this duration and number of participants. We were 15 people—13 Americans and two foreigners, who were Bulgarians. But there are also three-day and one-day programs. There is even a school in Izmir licensed by our base in Huntsville. We want to see a Bulgarian astronaut as soon as possible.

Veneta: It is very achievable.

Diana: Thank you very much for giving us the chance to look beyond and to dream a little. Thank you, Maxim and Veneta Behar.

Maxim: Thank you as well. With this suit, we are waiting for you at the base very soon.

Diana: Thank you, and thank you to our viewers for being with us this morning. If all is well, we will see you again next Saturday at 7:00. Have a wonderful Sunday and a great week ahead. Goodbye.

The whole interview watch here: https://www.maximbehar.com/bg/video/430/euronews-maksim-i-veneta-behar-za-odiseyata-v-kosmosa

Viktor: What did they learn, and are they ready for the challenges of upcoming space tourism journeys? Maxim Behar should already be with us, but Maria, I don’t see him. Maybe he stayed with Veneta at the training.

Maria: I don’t see him either.

Viktor: He was supposed to be here to visit us, especially to appear first on our show. I don’t know where Mr. Behar is.

Maxim: Here I am.

Maria: We’re very glad. Hello!

Maxim: Good morning!

Viktor: Good morning! Live from the training center, we see you in such an impressive outfit.

Maxim: Almost, almost. Good Saturday morning. I’ve come with a banana. I’ll tell you about it. I’m very glad that we’re together.

Viktor: Thank you for coming to us first to share your story.

Maxim: Thank you for the invitation. You know, your show is truly one of my favorites, especially on Saturday mornings, when we need to bring a little freshness into several million Bulgarian homes. We’re arriving together with my wife from Huntsville, Alabama. This is the astronaut training center — the largest and the only one in America. All American and international astronauts train there before flying into space. Twenty-one people who completed the course we completed later became real astronauts. In other words, they were discovered during the course itself, and their photos are displayed everywhere.

Viktor: Have you already received an offer to become the next astronaut?

Maxim: Not yet. It’s a very interesting idea because I became very passionate about this topic. When we arrived one afternoon, we immediately had training and a briefing on what to do and how to do it. At the first dinner, one of the vice presidents of the space center said as she entered, “These will be the most interesting days of your life.” She was absolutely right. These were the most interesting days I have ever had.

Maria: We’re seeing footage now — we’re getting a glimpse.

Viktor: Yes, we can see it was real training and a real challenge.

Maxim: What we went through in about ten days is actually real astronaut training. The only difference is that astronauts train for one, two, or three years every single day so that there is absolutely no room for error in space. A mistake in space doesn’t just cost a lot — it cannot be afforded at all, because we all know what can happen. We went through a lot of theory and practice, many physical exercises, scuba diving where we experienced zero gravity, and all the possible situations that can happen in space. We spent a whole day on a Mars mission simulation, which was very tiring because it was at the end of the program. We conducted chemical experiments. We spent one day inside a space station and another day at mission control, operating the station. There are many, many extremely complex things that we can hardly imagine. They’re not necessarily physically demanding, but they require instant reactions and quick thinking. You must know exactly which button is where and have learned everything thoroughly. I’m full of energy.

Maria: We can see that you’re very enthusiastic about everything you experienced there. But tell us about the suit you’re wearing now.

Maxim: These are the suits they give us upon arrival. We have identifying badges. Everyone knows everyone’s name. We were 15 people. This training is held specifically at the Huntsville, Alabama base and takes place only once a year. The largest space museum in the world is located there. Every day there are groups of children, students, and families visiting. There are special summer programs for children lasting one, two, or three days. But this program, called Advanced Adult Training, takes place only once a year for 15 people. Veneta and I were the only non-Americans. We met fantastic people. We created a WhatsApp group, we talk every day, we exchange photos. But most importantly, the program was somewhat ascetic, because we lived in small rooms where the beds had no mattresses — just plain wood.

Viktor: Maybe to make it closer to the real situation you might face.

Maxim: Probably, yes. There were eight beds in each room, arranged in bunk beds, and no windows where we slept. On the first day, when they gave us the schedule — I had been asking for it the whole time because I wanted to know what we would be doing — they told us, “You’ll receive the program when you arrive. We don’t send programs to anyone.”

Viktor: So no one decides to quit beforehand, probably.

Maxim: Maybe. Or maybe so no one spreads it — I don’t know. When we opened it, I said to myself, “Wait, this can’t be possible. 6:00 p.m. dinner, 7:00 p.m. final session reviewing the day, and 8:00 p.m. everyone in bed.”

Maria: A strict regime, Mr. Behar.

Maxim: Yes. 8:00 p.m. is usually the time I leave my office. But we followed the schedule. We woke up at 6:00 a.m. At around 7:00 we gathered for our first coffee, and then we went to breakfast. Every morning we had breakfast with people they called “associate professors.” That was their official title — it said “Associate Professor” on their badges. They were retired NASA engineers and software specialists, all over 80 years old. They shared incredible stories about Apollo, Challenger, the Space Shuttle program, and Discovery. All of them had participated in preparing astronauts and spacecraft. After that, we followed the daily program. On the last day, we even flew an F-16 simulator — the same aircraft that Bulgaria has ordered and is still waiting to receive the rest of.

Viktor: We’re still waiting for a few more. Maybe you can bring some back if necessary.

Maxim: On the last day, we operated a full F-16 simulator with all the real electronics and control panels. We even competed with our colleagues. It was fantastic. You know me — I like to do things that take me out of my comfort zone. Veneta and I walked the Camino. We wrote a book about it. I also sang with Misho Shamara. We’ve presented our songs here many times.

Viktor: Maybe you’ll create a space song next.

Maxim: I haven’t thought about that yet, but stepping outside your comfort zone is extremely healthy. In December, when I celebrated my birthday, my children and I gathered to discuss my present. I told them, “Please, I don’t want any gifts.” I even wrote that in the party invitation. Don’t bring wine, paintings, whiskey sets, cigar cutters, or typical gifts. If you want to help me, support me in going to the space base in Alabama for training. Here’s a QR code. That’s how I decided to do it — because it was an incredibly interesting challenge, and we completed it successfully. Two days ago, we had our graduation ceremony. It was very emotional — American-style, with a stage, podium, names, and praise. And now I believe it’s time for a Bulgarian astronaut. You know about our Hello Space project at the Atlantic Club. Mr. Passy and his team supported us greatly. In July, at the sixth edition of Hello Space in Sofia, I can’t wait to share our experience with students, along with photos and videos. I was often asked why I chose this challenge. There are a million challenges in Sofia — you can just walk down a street full of potholes. But this is connected to space and the future. I want people watching us to say, “If Maxim can do it, I can too.” That’s my message to young people — students and university students — you can do it.

Maria: Mr. Behar, which of your expectations before leaving for the course did not match what you saw there?

Maxim: Not a single one. Everything in Huntsville exceeded my expectations. It was ten times more — in atmosphere, experience, conversations, teamwork, and challenges. You must be extremely prepared to enter a space station. For example, before our Mars mission simulation, we had six hours of preparation the previous day. We received detailed briefings in large folders. I don’t know whether they use those exact folders in real missions, but I believe they do — because a folder cannot burn out like a screen or system failure. You carry it with you.

Viktor: Analog still remains. But since we’re nearing the end, two things interest me: what does zero-gravity simulation feel like, and why the banana?

Maxim: I’ll tell you. At the training center in Huntsville, there is the grave of Miss Baker, the first monkey to fly into space in 1959 for 16 minutes aboard a Jupiter rocket. Another monkey died four days later. The purpose was to monitor her biological parameters because there had not yet been a human in space. She returned safely and lived until 1984. There is a tradition: everyone entering the center leaves a banana at her grave, which is near the entrance. We didn’t know this, but we immediately bought a banana and left it there.

However, during simulations, “banana” also has another meaning. When you have a problem, you must say “banana” first, and then state the problem. It’s a key word. We used it often. On the final Mars simulation day, I received instructions to fall and say my arm was broken, then immediately say, “Banana, I have a problem, my arm is broken,” so my colleagues could respond and help.

Viktor: “Banana, the tulips fell.”

Maxim: These flowers are probably already in zero gravity.

Maria: Exactly. What is your next challenge?

Maxim: I don’t know yet. But I’m sure there will be more. If Veneta and I can do this and feel so inspired and energized, I wish every young person in Bulgaria could try something like this. I hope we will soon see a Bulgarian astronaut in an American space program. I would be happy to meet students and share everything we experienced. There’s nothing scary about it. It’s inspiring, challenging, and space is the future.

Viktor: Let’s follow our dreams. Thank you, Mr. Behar, for your positivity.

Maria: Now we’re inspired too. Maybe one day it will happen to us.

Maxim: I’ll be waiting to meet you after your return.

Viktor: Banana — our time is up. That’s the problem. Until next time.

Maria: Bulgaria Morning continues.

The whole video watch here: https://www.maximbehar.com/bg/video/429/bulgaria-on-air-v-obuvkite-na-astronavta

The Behar family successfully completed the full astronaut training program at the NASA U.S. Space & Rocket Center in Huntsville, Alabama, and have been back in Bulgaria for two days. They are the first Bulgarians to graduate with distinction from this program at the Center, which prepares astronauts and participants for American space missions and is considered one of the most prestigious training facilities in the world.

Their participation was part of the “HELLO, SPACE!” project of the Atlantic Club in Bulgaria — a unique program held once a year and open to only 16 participants worldwide.

“I am happy that our ‘Hello Space’ program was able, for the first time, to partner with NASA’s Center in Huntsville, and our assessment is that the Behar family performed excellently. We warmly welcome them back and look forward to them sharing their experience in detail during our space festival at the end of June in Sofia,” said the Club’s President, Solomon Passy, during the official reception.

Maxim and Veneta shared that the program included intensive space flight simulations, training for operating in zero gravity, and specialized EVA (extravehicular activity) exercises — commonly known as spacewalk training. Participants went through scenarios closely replicating real space mission conditions under the guidance of instructors with experience in the U.S. space program.

What we were doing 30–31 years ago has nothing in common with what we do today. In one word: everything has changed.

A few constants remain — honesty, integrity, and the need to be creative and innovative. But today these values exist on an entirely different level.

In 1995, it was important to be honest with society, with employees, and with your family. Today, it is hundreds of times more important to be honest with yourself, with your business, and with the people you communicate with on social media.

There are now around four billion “media owners” in the world — everyone with a social media profile. Each of them is simultaneously a publisher, editor, and reporter. This changes the type of person we work with. Perhaps we are no longer homo sapiens, but something closer to homo socialicus — people who live in constant sharing and communication.

“Does artificial intelligence help people more today, or does it confuse them?”

Both — it helps and it confuses.

When generative AI first appeared, many people reacted with near shock: How can a machine tell me things no one has ever told me before? At first, we compared it to a smarter version of Google.

But development has not moved at a geometric pace — it has accelerated exponentially. In just two or three years, we have seen phenomenal change. Today, it is hard to go even one hour without consulting AI — for writing, travel planning, ideas, or analysis.

The key difference is that AI is no longer just a search engine. It is a partner — an extension of our brain. Not something that simply provides information, but something we interact with to reach decisions together.

“If you were 25 today, what would you be most cautious about in the world of AI?”

I wouldn’t be cautious about anything — and I’m not cautious today either. My only concern would be failing to master it properly, failing to learn how to “talk” to it.

Today’s 25-year-olds live in a completely different world — a world of constant communication and overwhelming amounts of information. My colleagues aged 20–25 are far more educated and ambitious than people my age were years ago.

The real danger is not artificial intelligence, but resistance to it. Saying, “No, this is dangerous, I don’t want to know anything about AI.” The opposite is needed — partnership. When we learn to work alongside AI, it will help us identify fake content, protect ourselves, and become even more original and authentic.

“We see more fake news and deepfakes every day. How will we deal with this?”

Yes, we encounter fakes across all social media platforms every single day. But it is better to see them, recognize them, and report them than to pretend they do not exist.

I am confident that one day we will be “programmed” to recognize fake content instantly. Today it may take us 5 to 15 seconds, depending on how sophisticated the manipulation is.

The key is not fear or rejection, but curiosity and a desire to understand how technology works. Then AI will help us detect fake content — not the other way around.

“How do you use artificial intelligence in your daily work?”

I use it to the extent that current technologies allow. Very often, I ask AI how it would solve a complex case — for a client or for my company, M3 Communications Group, Inc.

But I never accept 100% of what AI provides. Usually, I take about 30% of its suggestions and combine them with 70% of my own experience — over 30 years in PR and another 10–15 years before that in journalism.

Its biggest advantage is time efficiency. Where I once spent hours searching across multiple platforms and YouTube, AI now organizes raw information on a single screen — and I build on top of that.

At the moment, I refine and polish what it offers. But the day when the ratio becomes 70% AI and 30% my final touch will be very interesting. That is when we will truly appreciate the power of this partnership.

“Do you learn more from your mistakes or from your successes?”

People often say, “Learn from your mistakes so you don’t repeat them.” I don’t believe that. What is there to learn from mistakes? You have already made them. If you repeat them two or three times, perhaps this business — or even communications — is simply not for you.

I learn from my successes. Every success is like climbing a peak — whether it is 100, 300, or 1,000 meters high. Once you reach the top, there is no point in looking down — you have already been there. You need to look up, toward the next summit.

The real lessons are: why I succeeded, what I did right, and how the next project can be even more successful.

“What role will AI play in politics and future elections?”

I believe that one day artificial intelligence will vote on our behalf — and this should not scare us.

Our role will be to clearly state what we want: cleaner streets, better incomes, more honest politicians, a more orderly state. AI will compare our expectations with the programs of parties and candidates and say: “This person should vote for this option.”

There will be no vote buying, no manipulated protocols. If a minister fails to deliver on promises, after a certain period their access card to the ministry will simply stop working. The system will say: “You are no longer a minister.”

This is not science fiction — it is a logical direction of development. Technology will allow us to control politicians far more strictly than we do today.

“What advice would you give to a 16-year-old starting an online business?”

First — find a niche. Bulgaria has an incredible number of niches that are still untapped. I travel constantly and see business models abroad that have not yet arrived here.

Today, you need almost no money to start. A phone, a laptop, and a good internet connection are enough. Everything else depends on ideas and work.

My short answer is: have a spark in your eyes. Be motivated to succeed. Want to create something that brings value to people — and yes, to earn money as well. That is a wonderful quality.

Luck matters, but luck without effort means nothing. If your head is empty, luck will simply pass by. But if you work, learn, stay curious, and strive to be different — both luck and success will come to you.

Watch the full interview here.

According to Maxim Behar, there is no fundamental difference between a regional, national, or international brand. The principles are the same — the most important prerequisite is the existence of a strong, authentic product.

“Samokov is a wonderful product,” Behar notes. The town has significant potential that needs to be better presented and structured, both for the Bulgarian public and for international audiences.

Its proximity to Sofia and Borovets is a major competitive advantage, which so far has not been fully utilised. For a long time, Samokov has remained in the shadow of the resort, despite having its own history, culture, and identity.

The role of communication in regional development

Even the best product can remain unnoticed if it is not communicated in the right way. Behar emphasises that successful branding requires consistent and purposeful communication, not isolated campaigns.

Stories about the city, its people, and its businesses need to be told daily and systematically in order to build a recognisable and sustainable image.

Business as the main driving force

According to Behar, branding cannot be the sole responsibility of the municipality. While state and local institutions play an important role, the true driving force must come from business. Entrepreneurs are more flexible, innovative, and proactive in communicating with the outside world.

Municipalities, on the other hand, should act as stable partners, creating favourable conditions and supporting initiatives. Sustainable development is achieved when institutions and business work in synergy and trust communication professionals.

People — the most valuable asset

One of the key themes of the discussion was the role of people. Natural resources and tourist attractions exist everywhere in the world, but what truly distinguishes Samokov — and Bulgaria as a whole — are its people: educated, motivated, and full of potential.

They should be at the heart of every communication strategy. Stories about local businesses, young professionals, and cultural and social life create emotional connection and make a place recognisable and attractive.

Digital channels as the main tool

Maxim Behar also highlighted the changing role of media. Today, digital platforms and social networks are the primary tools for reaching audiences. They offer precise targeting, measurable results, and efficiency, making them an indispensable part of any modern branding strategy.

Samokov — more than a tourist destination

According to Behar, Samokov should not be seen solely as a tourist town. It is equally important to promote opportunities for business and investment. A dynamic economic environment naturally attracts tourists and international partners as well.

The missing identity

At present, Samokov lacks a clearly recognisable logo, slogan, and key message — something Behar identifies as one of the first issues that needs to be addressed. A strong visual identity should be modern, clear, and embraced by the local community.

He suggests organising an open competition for a logo and slogan, involving young creatives and residents — a process that does not require major resources but can give a strong start to a comprehensive branding strategy.

Live promotion and international interest

Among the concrete ideas discussed were invitations to foreign ambassadors, investment forums, and cultural events that could turn Samokov into a place for meetings and exchange. Personal impressions and recommendations remain among the most powerful tools for building trust and interest.

Clear strategy and consistency

In conclusion, Maxim Behar emphasised that success comes from a clear vision, expert approach, and consistency. Samokov has all the prerequisites to establish itself as a strong regional brand — what is needed is to clearly define these advantages and present them consistently to the world.

Watch the full interview here.

Maxim Behar shares that he does not believe in a single defining story. For him, life is a sequence of experiences that accumulate over time and ultimately become true wealth. Having started working at the age of 13 and having gone through difficult personal moments, factory work, journalism, international politics, and business, he is convinced that these early and often challenging steps are what build character.

Stories, he says, are not always fully understood when they happen. Their true value often becomes clear much later—when they help us make better decisions or move forward during difficult times. True wealth does not lie in possessions, but in accumulated experience and meaningful life stories.

What does it mean to be “young” today?

According to Maxim Behar, age has nothing to do with the number of years lived. It is directly connected to one’s ability to make decisions. The faster and more confidently you decide, the younger you are. In today’s world, hesitation often equals falling behind.

Mistakes are inevitable, but they are not the problem—inaction is. A person who is afraid to take responsibility and make decisions gradually loses energy, regardless of age. True youth lies in action, in the courage to take risks and accept the consequences.

Have you ever doubted yourself?

Behar is firm in his belief that self-doubt rarely leads to positive outcomes. Instead of asking “Will I succeed?”, he prefers the question “How can I make it work?”. Every person has their own definition of success, and there is no universal formula.

What matters most, he says, is following your own dreams—whether they are related to business, a profession, or a way of life. Success is not measured by titles or positions, but by whether you have achieved the goals you set for yourself.

What is the most important risk you have taken?

For Maxim Behar, risk is not a single dramatic moment—it is a daily reality. From starting his own business in the early 1990s to the present day, he views risk as a natural part of growth. The biggest mistake, in his opinion, is obsessing over failures.

Instead of endlessly analyzing mistakes, it is far more valuable to learn from success. When you reach a peak, your gaze should be directed forward—toward the next one—not backward.

What should a true dream look like?

A dream, Behar says, should be frightening. If it feels too comfortable and safe, then it is not big enough. True dreams demand effort, courage, and a willingness to walk a path that does not yet exist.

That path is not predefined. It is created step by step. The most valuable part is not reaching point B, but everything that happens between point A and point B—this is where real growth takes place.

What is the role of inspiration?

According to Maxim Behar, inspiration is not something you search for—it comes on its own. The most important thing is not to run away from it. The moment inspiration appears, you must seize it and turn it into action.

Without inspiration there is no happiness, no motivation, and no meaning. It is fragile and requires care—especially in everyday life, in work, in projects, and in our relationships with others.

Watch the full interview here.

Maxim Behar is among Bulgaria’s most prominent communications experts with an extensive international career, a long-time public figure, and a diplomat. Over the years, he has consistently worked to advance modern communications, foster dialogue between business, institutions, and society, and build sustainable international partnerships.

The Commander’s Cross of the Royal Dynastic Order of St. Alexander is one of the highest distinctions of the Order and is awarded for outstanding services to society and the state.

“It is an exceptional honor and a deeply personal recognition for me to receive this high distinction from H.M. King Simeon II. I accept it with great respect and gratitude – not only as an appreciation of my professional journey so far, but also as a moral commitment to continue working with dedication for society, for Bulgaria, and for the causes I believe in,” said Maxim Behar.

Maxim Behar received the distinction with gratitude, viewing it as a symbol of trust and responsibility toward his future public and professional endeavors.

Host:
Maxim, how are you, and how do you manage to work with such energy for so many years?

Maxim Behar:
“I’m great. I work a lot and I truly enjoy it – that is happiness for me. Life is not long enough to spend it doing work you don’t like. If you don’t enjoy what you do, change direction. Start something that makes you wake up in the morning with enthusiasm.”

He emphasizes that the free market gives everyone a chance:
“We live in an ocean of information and unlimited communications. Anyone can succeed – but you need to know where you want to go, from point A to point B, and build the path yourself.”

Generation Z – a challenge and an opportunity

Host:
Young people often change jobs, prefer short formats and fast content. Is that a problem?

Maxim Behar:
“I don’t see anything wrong with someone joining a company, realizing it’s not their place, and trying something else. What matters is that they try. The greatest advantage of our time is choice.”

He says he closely observes Generation Z:
“They are impatient and want quick success, but they know what they want and pursue it. We, the older generations, won’t change them – we must change ourselves and learn from them. That’s why I’m even planning a book about this generation.”

From factory work to global PR business

Host:
How did your journey in PR begin?

Maxim Behar:
He goes back to his early years – starting work at the age of 13 in a dairy factory, followed by five years in a machine-building plant:
“The vise I worked on is now in my office. It reminds me where I started. That is also PR – experience, real life, discipline.”

After journalism and co-founding the newspaper Standard, Behar decided to leave the media and build an agency:
“We started as an advertising agency – pens, notebooks, calendars. Gradually, the market demanded media expertise, and I had 12–13 years of journalism behind me. I went to the U.S., saw how this business works there, and came back to develop it here.”

Today, more than 30 years later, he leads M3 Communications Group, Inc. and says:
“I believe I’ve achieved no more than 40–50% of what I want to accomplish in PR.”

PR vs. advertising – and why truth is the main product

Host:
What is the difference between PR and advertising?

Maxim Behar:
“Advertising buys media. PR earns media. In our profession, we don’t sell campaigns or events – we sell trust.”

His favorite definition:
“PR is telling the truth in a way that people understand. Truth is mandatory. Creativity lies in how you tell it – through text, video, reels, podcasts, and on which platform.”

According to him, so-called “black PR” is simply a lie:
“If the information is true, it’s not black PR – it’s reality that you must accept and respond to. If it’s a lie, it has nothing to do with our profession.”

Bulgaria – a country with enormous business opportunities

Host:
You often compare Bulgaria with the Czech Republic, Poland, and Hungary. What is different?

Maxim Behar:
“Those markets have been developing for 200 years, with strong industrial traditions. In Bulgaria, many niches are still open. Yes, we have bureaucracy and corruption, but despite that, you can start a business, work 20 hours a day, and achieve global success.”

He points to successful IT companies and high-tech manufacturers:
“These are people aged 25–35 who started from scratch and now create competitive products for the world. If they can do it, it means it’s possible.”

Behar also speaks about Bulgaria’s future adoption of the euro:
“Joining the eurozone won’t just change our currency. It will give investors a sense of stability and recognition – they will come to a country that is a full part of the common financial market.”

Brand “Bulgaria” – the painful topic

Host:
What should Bulgaria do to attract more tourists and investors?

Maxim Behar:
“Bulgaria’s greatest asset is its people – intelligent, motivated, calm. Sofia is one of the safest cities in Europe, and almost no one communicates that.”

He criticizes the current national branding:
“Bulgaria lacks a strong logo and meaningful slogan. We need an open competition for a new logo, a powerful concept, and modern videos showing people, business, and safety – not just beaches and spas. Tourism matters, but it’s only part of the country’s image.”

Social media and the “revolution of transparency”

Host:
Social media – opportunity or threat?

Maxim Behar:
“Social media has made the world better. It removed hidden stories – if someone lies, steals, or behaves badly, sooner or later it appears online. That’s a powerful moral control.”

He gives a simple example:
“People now say, ‘Please don’t post it on Facebook, I’ll move the car immediately.’ That responsibility slowly makes society better.”

He also defends young people spending time on TikTok and Instagram:
“You can’t restrict them. It’s better to teach them what is valuable content and what is nonsense than to ban devices.”

Artificial intelligence – an ally, not an enemy

Host:
What is your opinion on artificial intelligence, and do you use it?

Maxim Behar:
“I use it constantly – mainly to check whether my writing skills are still competitive.”

He believes AI will support business:
“AI won’t take your job. But people who know how to work with AI will. It’s a great assistant and advisor, as long as we remember that conversations like this – with emotion, experience, and human stories – cannot be replaced.”

“The spark in the eyes” – the only requirement for new team members

Host:
What do you look for in young candidates?

Maxim Behar:
“I have only one requirement – a spark in the eyes. That means motivation, ambition, and willingness to work in a team.”

He deliberately avoids asking where people come from or what they studied:
“I can turn a doctor into an excellent PR professional. What matters most is integrity, discipline, and ambition. We follow the three Ps: professionalism, precision, and proactivity.”

Learning from success, not from failure

At the end, the key question arises: do we learn more from success or failure?

Maxim Behar:
“Everyone says we should learn from failures. I strongly believe the opposite – we should learn from our successes. Failure tells you only one thing: you didn’t succeed. But when you reach a peak, you must analyze how you got there.”

He uses his favorite metaphor:
“You climb a mountain, take a selfie at the top – there’s no point in looking down, you already know what’s there. You look toward the next peak. But first, you must understand how you reached this one – with what preparation, decisions, and people. Only then can you plan the next success.”

Final message

At the end of the conversation, Maxim Behar addresses the audience:

“We all have problems. But focus on the small positive things – you’ll learn much more from them than from difficulties. Look upward, toward the next peak.”

Among the guests were Solomon and Gergana Passy, Milen Velchev, Nikolay Vassilev, Bozhidar Bozhinov with their partners, Venelina Gotcheva, Stefan Ivanov as well as numerous long-time friends of Behar. The celebration was also attended by the ambassadors of the Czech Republic, Belgium, Armenia, Poland, and Argentina, Deputy Minister of Tourism Irena Georgieva, business leader Bilyana Toncheva, and attorneys Petya Murgova, Viktor Gugushev, and Ivan Todorov.

President Rumen Radev, Vice President Iliana Iotova, and British Ambassador Nathaniel Copsey sent special congratulatory messages. On behalf of the Mayor of Shumen, Deputy Mayor Daniela Ruseva presented Maxim Behar with the golden plaque “The Madara Horseman,” a symbol of high distinction from his hometown.

A special musical performance was delivered by Poli Genova, dedicated to the birthday celebrant. Guests wished Maxim Behar continued success in his next challenge - his upcoming participation in specialized training at NASA’s U.S. Space & Rocket Center in Alabama, scheduled for February.

On the eve of Dr. Maxim Behar’s 70th birthday, H.M. King Simeon II, in his capacity as Grand Master of the Royal Dynastic Order of St. Alexander, awarded him the Commander’s Cross of the order and wished him mnogaya i blagaya leta — many blessed years.

Maxim Behar was born on December 10, 1955, in the city of Shumen. He is the only expert from Eastern Europe inducted into the Global PR Hall of Fame in London. Until 2017, he served as President of the International Communications Consultancy Organisation (ICCO), and he now presides over the World Communication Forum in Davos, Switzerland. He holds a degree in International Economics from the University of Economics in Prague and completed leadership training at Harvard Kennedy School. In 2024, he earned his PhD in Public Communications from Sofia University “St. Kliment Ohridski.” Since 2004, he has served as the Honorary Consul General of the Republic of Seychelles in Bulgaria.

– One of the most important functions of PR is to manage crises, yet in Bulgaria society has long felt as though we live in a constant state of crisis — political, economic, spiritual, even everyday. Where is the way out, Mr. Behar?

– Don’t be misled into thinking that we are living in a crisis. This is not a crisis — this will be our life from now on. Indefinitely. And we must adapt.

The world is changing before our eyes in dramatic ways — several wars, a sharp shift in how we perceive what we used to call “democracy,” billions of people gaining access to (social) media and the ability to create their own news and content, and the enormous risk that much of it may be false, aggressive, or uncompromising.

All of these factors will confront us with “crises” every minute, until we eventually stop noticing them and they become part of our daily routine. And this is precisely where the role of the PR profession becomes increasingly important — both in public life and in business.

We are no longer simply consultants; we are the people who make decisions — sometimes instantaneous ones — on behalf of our clients, teams, and partners. No one today has the time for us to give advice and then wait a day or two for them to decide.

We, the PR experts, must make the decisions ourselves. And this now requires an entirely different type of preparation, education, knowledge, and professional skillset.

– How important is political PR today, and is there a need for a new “Club of Seniors”? Years ago, you and several prominent colleagues — PR advisers to different political forces — united under this name to discuss best practices.

– Back then we were six people — Neri Terzieva, Diana Damyanova, Jimmy Naydenov, Misho Mihaylov, Yuri Aslanov, and myself. Two of them have already “flown away” — Neri and Jimmy are no longer with us. But what brought us together was not just political marketing, but the desire to send a message to politicians that they must treat their opponents intelligently and professionally.

No “club” today can change the situation in Bulgaria — the rough, vulgar tone, the aggression, the reckless insults dominate not only social media and television studios, but especially Parliament.

When one day a new generation enters Parliament — people who want Bulgaria to be united and courteous, warm and productive — then things will calm down, and people will begin to smile more often and greet each other politely.

– Your entire professional career — both as a journalist and as a PR expert — has been connected to storytelling. What is the “good story” of Bulgaria?

During one of my meetings with the current British King Charles III, he turned to me and asked what I believed was the greatest advantage Bulgaria could present to the world. I countered with the same question, explaining that I knew my own answer, but I wanted to hear his — because that was far more important.

Prince Charles (at the time) thought for a moment and replied that, in his view, our greatest asset were our magnificent high mountains. I immediately told him that yes, they are indeed beautiful — but there are mountains in Switzerland, Austria, Spain, Germany… Hardly something that would surprise the world. Then he suggested the beaches, the sea.

“Well,” I said, “Greece, Italy, the Adriatic, the islands — they all have beautiful beaches too.”

Charles looked at me expectantly, waiting for my answer.

I looked him straight in the eyes and said just one word: People.
And then, for an hour, I told him about John Atanasoff, Gena Dimitrova, Ralitsa Vassileva, Sonya Yoncheva, Vesko Eschkenazy, Dimitar Berbatov, Hristo Stoichkov — and about the rescue of the Bulgarian Jews during World War II, in which his relative Tsar Boris III also played a role.

For me, this is Bulgaria’s good story — its people: successful or not, wealthy or poor, young and old.

I have travelled everywhere — I’ve said it countless times — and nowhere have I seen so many young, intelligent, well-educated, and motivated people as in Bulgaria. These are the people you meet on the street, my colleagues at M3 Communications Group, Inc., the hundreds of thousands who returned to Bulgaria during the pandemic and stayed, and their parents who carried the hardest years of the transition on their backs.

All these people need leaders with modern thinking — leaders who govern the country transparently, intelligently, and with freshness. Only such leaders can pull Bulgaria out of the endless election cycles and the exhausting negative rhetoric.

– You often say you have travelled everywhere. But how long is the journey from Shumen to Space? For your 70th birthday, you gave yourself an extraordinary gift — a full week at NASA’s training center, the U.S. Space & Rocket Center in Alabama. I must say, I admire your energy. When will this happen, and what do you expect to learn?

– The journey from my beautiful hometown Shumen to Space is not that long, as long as you have the desire, the luck, the persistence, and the joy to walk that path. Time is not what matters — what matters is achieving your goal.
For many years, my guiding motto, even in my everyday work, has been: “If your dreams don’t scare you, they’re not big enough.”

Naturally, neither turning 70 nor my “gift” of undergoing full astronaut training frightens me — but both are, indeed, challenges!

– How did such an adventure (or rather, challenge) come to your mind? What were the requirements for you to be accepted, and what do you expect from this week in space training?

– I thought for a long time about what to gift myself, because the things you give yourself are always the most precious.
I went through countless ideas — I have an astonishing number of international awards for all sorts of achievements, and there is no space left in my office or home to place them. I have jumped from 4,200 meters with a parachute, flown with a paraglider from the highest peak in the Czech Republic — Snezka (1603 m), walked the Camino de Santiago in Spain with my wife Veneta all the way to Santiago de Compostela and wrote a beautiful book about it; I won “The Cherry on the Cake”; I published a culinary book with Seychellois recipes which received a major award at the world exhibition for culinary books in Abu Dhabi; I am the only Eastern European included in the Global PR Hall of Fame in London; my book The Global PR Revolution, published in the US, is currently ranked second on BookAuthority’s list of the “Best PR Books of All Time”; I reached number one in the American rap charts with a song I recorded with Misho Shamara and his son; I completed Harvard Kennedy School; I earned a doctorate in media and communications at Sofia University…

And then I told myself: maybe the only thing left is Space!
I couldn’t wait to put on the spacesuit and begin real training as early as next February. I filled out a long application form, completed an online interview, committed to undergoing full medical examinations upon arrival, and agreed to live in a room with about a dozen people on bunk beds — apparently quite close to real conditions in space.

I carefully reviewed the training modules: there are all kinds of exercises — extensive theory and practice, working in a zero-gravity environment, “exiting” the spacecraft to repair a malfunction, and many other completely new experiences for me. I expect to go through unforgettable, intense, and very demanding days.

– How did your path in journalism begin? You experienced both the totalitarian era and the democratic one. What were the differences and the challenges?

– The profession chose me — not the other way around.
It was always in my mind. While I worked for five years as a locksmith in a Sofia machinery plant, I read every newspaper from the first to the last page, wrote short articles secretly on sheets from a school notebook, read them to myself, and hid them so no one could find them. One day the factory sent me to an educational course, and there I met Professor Vesela Tabakova from the Faculty of Journalism. She asked me to send her that notebook.

The next day she called me and said:
“Maksim, you must start writing for newspapers — immediately.”

A few years later — by then I was studying in Prague — I randomly met a man in a café who headed the international department of Mládý Svět, the most widely read magazine in Czechoslovakia at the time. He casually mentioned that they needed stories from Bulgaria. That was the beginning.

I returned to Bulgaria and immediately started as a trainee at Rabotnichesko Delo, then as a correspondent in Shumen, and later in Warsaw.

After that, communism collapsed like dominoes — in a single day across Eastern Europe — and together with my wonderful friend Valeri Zapryanov we created the truly free and beautiful newspaper we had always dreamed of: Standart. And I’m happy it still exists today.

Of course, the difference was enormous. Under the understandable rigidity of the communist era in Bulgaria, suddenly Standart opened the doors to free and intelligent journalism. We gave a platform to everyone, but we checked information three times to ensure it was correct before publishing.

Let me emphasize — those were different times, with different media. And they will never return.

– Why did you transition into PR?

– It happened logically and almost naturally.
I clearly remember Winston Churchill’s words: “With journalism you can achieve a great deal, but you must know exactly when to step away from it.”

I started in a very small apartment in the center of Sofia, without really knowing where I was headed. I only knew one thing — that I should do what I was good at: advising businesses on how to present themselves better and more clearly to the media.

Over the years, this work drew me in completely. And when online media began to overpower traditional media, our business started changing literally every day. That’s when I realized that this would be my life forever.

– What are the PR principles you followed to build an international career?

– I didn’t follow any special rules.
I worked 20 hours a day, every day, with no days off. Seven days a week. I read constantly and I learned constantly. Even today, every morning I get up at 7:01 — the one minute is symbolic; I always want to be number one — make myself a coffee, and spend at least half an hour reading new articles, case studies, interviews, anything new related to my profession. But this isn’t some imposed discipline — I simply find it fascinating and challenging.

A few years ago in Davos, around 10 p.m., just as I was going to bed, I received a very worried phone call. A key speaker had missed his flight, and they asked me to replace him at 9 a.m. the next morning — on any topic I chose.
I laughed, drank a glass of wine, and prepared a very personal presentation titled “The PR Expert Never Ages.” I still believe that.

One of my most valuable principles — one that I created and apply every day — is:
“Even the worst decision is better than no decision at all.”

I make dozens of decisions every day. I often make mistakes, but I never leave things hanging in the air. Unresolved issues only become worse. I often tell my colleagues in the company:

“We don’t sell services, communications, or texts to our clients. We sell… trust.”

Today, trust is the most valuable capital. And if you leave your decisions pending for days, you lose trust — first in yourself, and then in your team and your clients.

– In your book The Global PR Revolution, you predicted many of the changes that later happened in communications. Is something revolutionary coming now as well? What are your forecasts for the media, advertising, and social networks?

– It is already happening — artificial intelligence!
A new generation is emerging, and I don’t believe it will continue to rely primarily on natural intelligence. And I see nothing wrong with that. It is far better for them to master artificial intelligence perfectly than to know nothing at all.

Many years ago in school, we were given very difficult tasks. When I pulled out a small calculator to help myself, the teacher confiscated it and threw me out of class. To this day, I don’t know why.

It is exactly the same with artificial intelligence — it will only help us, and we must use it to the fullest.

In a year or two, it will become our primary source not only of information but also of analysis and forecasting. It will shape our decisions.

And these are only good news.

– Throughout your life you have worked on many large-scale ideas and projects, yet there is always a subtle thread that leads back to your hometown, Shumen. You even founded the association “Shumenci” for all people from Shumen living elsewhere, to build a bridge between them and the city. Why do you love Shumen so much?

– Shumen is exceptional, and its people are exceptional — intelligent, freedom-loving, honest, and hardworking.
And it’s not only because of all the “firsts” we proudly associate with our city — the first theatrical performance in Bulgaria, the first symphony orchestra, the first beer brewing (revolutionized by Lajos Kossuth)...

We are people who genuinely rejoice in our city, and we are so deeply in love with it that we are ready to work day and night just to see it thrive.

Today Shumen is one of the most highly developed industrial cities in Bulgaria, and that is thanks to the local businesses, to all the people of Shumen.

Not to mention that the city’s anthem is called “From Here Begins Bulgaria.”

– Years ago, after graduating from university, you started working for a newspaper in Sofia but soon returned to Shumen. Why?

– It happened by chance.
A correspondent position in Shumen opened up, and when I went to my editor-in-chief in Sofia to ask to be assigned there, he initially couldn’t believe it.

I have never regretted it — those were some of the most wonderful years of my life.
And even now, yes, even now, I would gladly return to live there again.

– What was your childhood like? Were you obedient or mischievous?

– Very mischievous. Extremely.
I was 13 when my mother died in a car accident — my father survived. He was an incredibly busy man, managing the legendary company “Balkankar” for nearly two decades, traveling around the world to sell Bulgarian electric forklifts, and doing it exceptionally well.

Somehow, because I didn’t have very strict supervision, countless ideas constantly bloomed in my head.

A few months after my mother passed away, my father called me into our small kitchen in the “Buxton” neighborhood and said:
“Maksim, this cannot continue. Tomorrow you’re going before the professors so they can issue you a work permit.”

And so it began — I spent a few hours in a dark corridor undergoing the required assessments to receive permission to work four hours a day. That’s how I ended up in the “Serdika” factory, digging slag for storefront displays of the time.

Later, they moved me to a machinery plant where I spent five wonderful years.
I still keep the legends of that enormous industry in my mind — and the first typewriter my father gave me for my 25th birthday.

– You often share photos from family gatherings and reunions on social media. Who taught you to preserve your family heritage?

– You simply cannot help but honor — even revere — your family, your origins, your lineage. These are the most important things in my life.
I have a wonderful family and incredible relatives in Shumen, in Israel, in the United States, in Spain — all over the world. We support each other immensely. Sometimes my children and I argue for hours; we disagree on countless things, and that is the most normal thing in the world — but it is precisely through these arguments that we become even closer.

Two years ago, I tried — as much as I could — to organize a family reunion on Vitosha Mountain. Forty-eight people came: from Bulgaria, Israel, and the United States. I hope that number will grow in the future.

I also often travel to the Spanish town of Béjar, near Salamanca, which is believed to be the birthplace of my ancestors, expelled by the queen in 1492 because they refused to convert to Catholicism.

In addition to being an honorary citizen of my hometown Shumen, I am also a recipient of Béjar’s Medal of Merit.

“Political messages have sounded the same for years. AI can generate them perfectly, but the real question is — who is listening?” he commented.

Charisma, not text, wins elections

Maxim explained that in politics, the text itself plays a surprisingly small role. What truly matters is the overall presence of the politician — their charisma, body language, tone, and ability to connect with people.

“There is a study showing that only 7% of the impact of a speech comes from the actual words. The remaining 93% is behavior, gestures, tone, emotion. In this, artificial intelligence still cannot help,” he said.

Social networks as platforms for monologues, not dialogue

Maxim also commented on the behavior of Bulgarian politicians in social media. According to him, most political profiles do not use the “social” element at all — they post messages but avoid communication, disable comments, and do not engage in discussions with citizens.

“A social network is powerful only when there is dialogue. I don’t know a Bulgarian politician who is willing to enter a real debate online, listen to opposing views, and respond. Without interactivity, communication becomes one-way and hollow.”

He compared this with practices in the United States, where political campaigns often rely on interactive digital tools, modern formats, and genuine two-way communication.

“Politicians talk through the media — that’s the real problem”

One of Maxim’s strongest criticisms concerned the lack of direct communication between key political figures in Bulgaria.

“The prime minister and the president talk to each other through the media. Instead of sitting at a table, discussing differences, and finding common ground for a stable Bulgaria, they exchange comments through TV studios. This does not build trust and does not produce solutions.”

In his view, the issue is not the frequency of elections, but the absence of a genuine political culture of dialogue.

What do people really expect?

Maxim shared observations from his conversations with young people, who increasingly prioritize meaning in their work rather than salary or working hours.

“Nine out of ten young people tell me: I want meaning in what I do. This should also be a message to politicians — people expect real solutions, not just words.”

He noted that Bulgaria is moving forward — toward the eurozone, deeper integration in Europe, and a stable international environment — but stressed that these developments must be communicated more clearly and responsibly.

Do we need a Minister of Artificial Intelligence?

The conversation also touched on whether Bulgaria should appoint a Minister of Artificial Intelligence. Maxim suggested a more practical and urgent idea:

“Before thinking about a Minister of Artificial Intelligence, Bulgaria needs a Minister of Image — someone who can create a strategy for how the country looks to the world and how it communicates.”

Maxim Behar’s interview in Bulgaria Sutrin highlighted essential questions about the future of political communication in Bulgaria — from the role of artificial intelligence to the need for authentic dialogue between institutions.

His message was clear:

Quality political communication is not a matter of technology, but of responsibility, sincerity, and the willingness to engage in real conversation.

Watch the full interview here.

BBC and the fine line between opinion and manipulation

According to Behar, the BBC case is “a huge scandal,” because the edited version of Trump’s speech was not an individual mistake but a conscious editorial decision, reviewed and approved internally.

“You can build an image for 20 years and destroy it in 20 seconds. And the BBC has been building its reputation for more than a century,” says Maxim Behar.

Maxim draws a clear line:
opinion — yes, manipulation — no.

A journalist can state that they dislike a politician and argue it with facts, but they don’t have the right to rearrange someone’s words to make them say something they never said.

How social media reshaped the information landscape

Despite the toxic tone of public discussion, Behar believes that today’s information environment is actually improving:

• anonymous forums are being replaced by real profiles with names and faces;
• people increasingly verify news across several sources;
• platforms are gradually introducing rules and moderation.

“Years ago we used to say: ‘It’s printed in the newspaper — it must be true.’ Later: ‘I saw it on Facebook.’ Today, more and more people instinctively double-check and triple-check information,” Maxim notes.

Crisis communications: speed and honesty come first

As a PR professional, Maxim Behar also comments on the BBC’s slow reaction:

“In a crisis, the first rule is simple: step out immediately and admit the mistake. Explain what happened and who is responsible. Delays only make the situation worse.”

He emphasizes that in both journalism and PR, the real “product” is not content, but trust:

“Journalists don’t sell news, PR people don’t sell press releases. All of us are in the business of selling trust.”

M3 Communications, Gen Z and music as a message

Maxim briefly talks about the evolution of M3 Communications Group — a company that started “in a tiny kitchen corner” and is now part of the Hill+Knowlton global network, working with both international and Bulgarian clients. According to Behar, the Bulgarian PR market today is fully comparable to Central Europe.

His more unconventional side — writing rap lyrics with Misho Shamara and songs like “PR We Are,” “Run Away,” and “Viva Bulgaria” — Maxim describes not as music but as communication:

“I’m not making music — I’m doing marketing. These are messages to Gen Z: step out of your comfort zone and be proud of Bulgaria.”

Why success equals happiness

On a personal level, Maxim shares that he is not an “investment player” — he doesn’t hold stocks or cryptocurrency but prefers to invest in his business, travel, and experiences with his wife.

“Success isn’t measured in millions. It’s measured by how you feel. You can live in a village and be far more successful than someone with 100 million, if you’re happy.”

In the end of the conversation, Behar summarizes:

“The media, companies and leaders who will survive in the age of artificial intelligence and overwhelming information streams will be the ones who remain 100% honest. Everything else can be replaced by an algorithm. Trust cannot.”

Watch the full interview here.

Maxim brought his unique energy and spirit to the studio, becoming a true “moral captain” for the men in the game. His witty advice sparked laughter and lively moments - including the memorable scene where Hristo Padev “stood on his bench”, encouraged by Maxim’s words to show confidence and presence, regardless of the answer.

The audience witnessed a dynamic competition full of unexpected twists, challenges, and a strong desire for victory. The episode delivered excitement from start to finish, offering memorable scenes both for the participants and for viewers at home.

You can watch the full episode online on the bTV platform:

Part 1
Part 2

Maxim:
I was in Cambodia, and it turned out to be a very different country from what many people imagine. The people are incredibly hard-working, positive, young – 35% of the population is Gen Z. The state encourages families to have more children, supports businesses, and what impressed me most was how institutions work hand in hand with the private sector. Each ministry has a council with the largest companies in its field; they meet every month, and once a year they all sit down with the Prime Minister – live, on TV. Something like this in Bulgaria would be revolutionary.

Sonya:
It seems the trip really left a mark on you. What else surprised you?

Maxim:
For example, what they produce. Cambodia is the world’s largest producer of cashews and of the highest-quality black pepper, which is used in every Michelin-star restaurant. In London, I bought a coat and later noticed the label – Made in Cambodia. The country is entering global markets rapidly. And you can see how a state can create the right conditions – peace, stability, partnerships – so the economy can grow.

Sonya:
How do you see the situation in Bulgaria, especially when it comes to political communication?

Maxim:
There is almost no real dialogue. Political leaders don’t face each other; they don’t debate or discuss. They speak through the media. One makes a statement and leaves; another responds later; the third one says something else. There’s no clash of arguments, no exchange of ideas, no vision. Europe isn’t perfect either, but at least there conversations happen. Here, everyone seems locked inside party studios and propaganda bubbles. This destroys the possibility of developing a real economic strategy.

Sonya:
So the meaningful conversation – the one that moves a country forward – is missing?

Maxim:
Exactly. Politics matters, but it’s the economy that determines whether people can live well. I’m worried about increasing social contributions in a moment of stagnation. Pressure for higher wages is understandable – life has become expensive. But if a business doesn’t generate revenue, where will it find the money?

I would give young people opportunities – for example, a fund offering 100,000 euros for startup projects, non-repayable, based on a real business plan. Yes, half will fail, but the ones that succeed will return ten times more to the economy.

Sonya:
You mentioned Bulgaria’s lack of a clear image. Is that the other big issue?

Maxim:
Absolutely. Bulgaria has no brand. No logo, no slogan, no strategy. We have wonderful, intelligent, talented people – but the world doesn’t know that. Two million Bulgarians abroad are our best ambassadors, yet the state doesn’t build its own image. We need a national logo competition, campaigns, digital presence – a full concept like “Bulgaria 2030”. This is far more important than half of the political dramas we see every day.

Sonya:
Tell us more about the personal side. You often talk about the importance of work.

Maxim:
Because it builds character. My father sent me to work in a factory – those five years were the best school I ever had. I did the same with my son: seasonal work in Las Vegas, in New Jersey, and then years at McDonald’s. Last year, I myself wanted to work at McDonald’s – I went through training and worked full shifts.

This experience teaches you to respect every job. Today you can manage a company; tomorrow you might be serving in a restaurant. In both cases, you must remain human.

Sonya:
As a final question, are you optimistic about Bulgaria?

Maxim:
Yes. There is tremendous energy here, especially among young people. One day, all we need is for everyone to put aside petty disputes and say: “How do we make Bulgaria a better country?” If that happens, we’ll move forward much faster than we imagine.

Maxim Behar concludes with a message that Bulgaria has the potential, the people, and the opportunities – but needs direction.
“If for one day we forget the small political quarrels and focus on the future of the country, Bulgaria can become a much better place. The opportunities are here – we just need to use them.”

Watch the full interview here.

“I personally don’t see chaos, because I look at things from a business perspective. Every European country has its own political turbulence, but in Bulgaria, it’s still possible to do good business. What concerns me most is the increase in social security contributions — it could bring part of the payments back under the table.”

He added that in recent years, salaries in the private sector have risen by 40 to 80%, which shows a positive trend in the economic environment.

During the discussion, Behar emphasized that the lack of dialogue and respectful tone among politicians negatively affects both society and the business climate:

“Politicians communicate through the media — often arrogantly and aggressively. People feel this and lose trust. We need more dialogue, more respect, and mutual understanding.”

Another topic raised in the studio was the Ministry of Finance’s campaign to promote the euro, which sparked criticism.

“Five companies were invited, most of which I’ve never heard of. Professional organizations were not involved. What’s most concerning is that the tender was announced at the very last moment — just two months before the planned introduction of the euro. It’s unacceptable, because there’s no way to create a quality and timely campaign this way.”

Maxim underlined that for such important national projects, business should be involved from the very beginning to ensure transparency and better results.

Maxim Behar once again reminded that the success of a country depends on good communication between politicians, business, and society. Only through transparency, professionalism, and mutual respect can a stable environment be built — one in which the economy grows and people trust the institutions.

Watch the full interview here.

“Team, self-confidence, speed, and decisions — that’s what can make you successful. But it has to be in your blood — every day, every minute,” says Maxim.

Team, Proactivity, and Consistency

The first essential factor, according to him, is the team - the people who share common values and professionalism. Behar acknowledges that his company, M3 Communications Group, Inc., has grown thanks to the power of teamwork and mutual support.

The second key is proactivity - the readiness to act instead of waiting. It is the engine that keeps up the pace of development and fuels innovation.

The third, and perhaps most vital element, is habits. According to Behar, they are not mere routines but a system of sustainable principles that shape one’s character and behavior.

“I have many ordinary and even boring habits – but they keep me moving. Every day the same, yet every day better.”

Seven Rules for Success

In his article, Maxim Behar outlines his seven personal rules for success, which he follows daily — both in business and in life.

1. Strategic Life

Behar always follows the rule of the three S – Speed, Simplicity, Self-Confidence.

“I don’t know a successful manager who has achieved anything without self-confidence,” he says.
Speed, simplicity, and confidence are the foundation of every decision.

2. Operational Business

He refers to the principle of the three P – Precision, Punctuality, Proactivity.
Habits of accuracy, quick response, and predictability in communication, Behar says, are what distinguish great leaders from everyone else.

3. Listen to Understand, Not to Reply

Attentive listening is one of the key skills of a good leader.

“We often listen just to respond, not to understand,” Behar notes.
True communication begins when you listen to hear, not just to answer.

4. Learn Not from Your Mistakes but from Your Successes

Behar believes that analyzing success is more valuable than analyzing failure.

“Mistakes are part of the path, but only successes can serve as a model for repetition and improvement,” he says.

5. Live with the Sense that You Sell Trust

“We don’t sell services or products - we sell trust,” Behar emphasizes.
In today’s world, trust is the most valuable currency in business - once lost, it’s nearly impossible to regain.

6. Say Everything in One Sentence

This habit, he explains, comes from years of experience in communications.

“At every forum, interview, or meeting, I try to express the key message in one sentence. Brevity is power,” says Behar.
“It’s important to know where you start and where you want to go. Nothing more.”

7. Those Who Pave Their Own Path Succeed

“Never walk a path that’s already been made,” advises Behar.
“It’s important to create your own routes, ask questions, and search for new solutions. Only then can you enrich your business and yourself.”

Habits as a Philosophy of Life

In conclusion, Behar underlines that habits are not routine but a strategy for success. They create structure, order, and confidence - turning daily actions into a solid foundation for growth.

“If we stop pedaling, we fall. Keep going, no matter how small the step.”

He emphasized that communication between political leaders is the foundation of trust in state institutions — and its absence creates insecurity and confusion.

“A few years ago, foreigners didn’t understand what was happening in Bulgaria. Now, even we don’t understand what’s going on. This is alarming because the lack of open dialogue and clarity undermines the feeling that there is a functioning state working for its citizens,” Maxim Behar added.

During the discussion, he also commented on the recent public appearances of political figures, describing them as ‘theatrical monologues’ that replace real political dialogue.

“What we saw was a monologue worthy of some of Bulgaria’s finest actors. But politics is not theatre. It should be a space for dialogue, ideas, and solutions — not for performances,” he said.

In conclusion, Maxim summed up:

“I want to see a Country with a capital C — a well-functioning one, with effective institutions and politicians who can speak openly with each other and with the media. Only then can we restore people’s trust and make Bulgaria a better place to live and do business.”

“In Shumen, my childhood was gray, but suddenly in front of my eyes opened markets, people, noise, colors. Maybe that’s where my interest in the world began.”

About family and the table at home

“My mother was the soul of the table. Everything began and ended with her. Even my grandmother Matilda, who sat with us on the divan, kept order. But the most important thing was — to be together.”

About food as an emotion

“Food is no more than 20% of the table. The rest is the company, the conversation, the chemistry between people. When that is missing, even the tastiest food loses its meaning.”

About sharing and personal space

“I love to share everything, but I protect my plate. This is your territory, as is the glass. The most important thing is to look each other in the eyes and to listen.”

About listening and communication

“The big problem of society is that we listen in order to answer, not to understand. True communication is when you enter the words and the intonation of the other person.”

About tasty and clean food

“It is important to have tasty food, but it is twice as important to have clean food. Today we have abundance, but the truth about the origin of the food is becoming ever more valuable.”

About travels and simple pleasures
Maxim talks about the “Camino” in Spain:

“Every evening we ate pan con tomate — a slice of bread with tomato and a bottle of Rioja. The simplest thing can be the most delicious, when you are in the right place and with the right person.”

About meeting people around the world
From lunches with presidents and kings to conversations with global businessmen, Maxim emphasizes:

“The most important thing is not the food or the luxury, but the communication. You can dine with a multimillionaire who wears a $50 watch and learn much more from him than from someone who shows wealth through black caviar.”

About PR and truth

“My definition of PR today is: to tell the truth in such a way that people understand you. The truth is raised to a cult. You can build a brand for 20 years and destroy it in 20 seconds if you lie.”

About positivity and life

“The easiest thing is to tell someone they are not good enough. The difficult thing is to find that one thing in which they are good and help them develop it. Every person is interesting. Everyone is their own planet.”

The conversation with Maxim Behar in “Stories from the Table” was about much more than food. It was about memories, about company, about truth, and about the ability to look at life positively. The table, as Maxim himself says, is the place that makes us equal and brings us together to communicate.

Watch the full interview here.

In the column "PR Leaders of Bulgaria", we highlight the profession of PR and corporate communications through the perspective of inspiring PR authorities shaping its future in Bulgaria.

Meet Dr. Maxim Behar – a globally recognized PR expert, Bulgarian entrepreneur, journalist, diplomat, and Harvard Kennedy School alumnus. He is the Founder and CEO of leading PR company M3 Communications Group, Inc., a partner of the world’s top PR firm Hill & Knowlton. Behar is a former President of the International Communications Consultancy Organisation (ICCO) and since 2021, the current President of the World Communications Forum Association, based in Davos, Switzerland.

He is the only Eastern European inducted into the Global PR Hall of Fame in London and has been awarded multiple titles, including “Best PR Professional in Europe” by PR Week (2020 & 2022) and “Global CEO of the Year” by The International Stevie Awards. Behar is also the author of the global bestseller “The Global PR Revolution”, ranked among the Top 100 PR Books of All Time by Book Authority and a record-seller on Amazon in the PR category.

Born and raised in Bulgaria, but considering himself a global citizen, Behar is Chairman of the Board of Trustees of the University of National and World Economy, PhD in Media and Public Communications from Sofia University, and Honorary Consul General of the Republic of Seychelles in Bulgaria.

ell us about your personal story and professional path to your current position. What were the important moments, challenges, successes, and mistakes you learned from?
I started working before I turned 14, as a carpenter in a local dairy factory, making wooden crates for milk bottles. My real job came during my first summer in high school – I wanted badly to go to the seaside with friends, and my father said: “No problem, but you need to earn your own money. There’s a machinery plant across the street – ask if they’ll hire you for the summer.” That’s how my career began. And I don’t put quotation marks around “career” – I vividly remember every day in that plant. I spent almost five years there, then studied economics, continued in Prague, and became fascinated by journalism.

For me, journalism was always about communication – influencing people through messages, shaping thoughts so they resonate. I co-founded the daily Standard, and when I decided to move on from journalism, I created a company that could constantly develop me – and that became M3 Communications Group, Inc.. I faced challenges, fell many times, but always stood up and moved forward.

Most importantly – I learned every single day, and I still do. But I never learn from mistakes. Why? Because if you repeat them, you’re not fit for business. I always analyze successes – mine, my company’s – and from those details, I know how to achieve bigger ones. Once you climb a peak, you don’t look down – you look at the next peak. And that’s been my path for more than 30 years in business.

How has the profession changed from the beginning of your career until today?
It has gone through a revolution. PR today is the most dynamically developing industry in the world. Back then, we were intermediaries between our clients and their audiences, mainly through the media. We wrote press releases, hoping they’d get published. Now, we hold the media in our own hands. We manage social media, solve crises in real time, and make rapid, precise decisions. It requires immense preparation, speed, and accuracy – a world apart from when I started.

What is necessary to be successful in PR today? Skills, knowledge, education, values?
You need to be yourself. Nothing more. To lead your projects with knowledge, precision, ethics, professionalism. Two key elements: knowledge and decision-making. Knowledge comes from education, daily practice, constant experience. Decisions require precision – aiming for near-perfection. And of course, dedication. This job is not “nine-to-five”. It’s passion, persistence, and attention to detail. For those who love it, it doesn’t feel like work.

What advice would you give to those starting their career in PR? What would you tell your younger self?
Once in Davos, I was asked at 9 p.m. to replace a keynote speaker the next morning. No topic, no slides. I sat down and wrote: “A PR expert never gives up.” That’s been with me since my very first day.

My personal formula is the three Ps: Precision, Proactivity, and Integrity. Without these, you can’t succeed in PR today. If I look back at my first day, the only reason I’m still here is that I never once thought of giving up, no matter the challenges.

If you’re dedicated, hardworking, and resilient, nothing can stop you.

Quick Q&A with Maxim Behar

• Childhood dreams? I listened to BBC Radio all the time and dreamed of telling stories. That dream came true.

• What do you teach your children? Hard work and responsibility – by example, not preaching.

• What gives you energy? Love at home and the creative atmosphere at the office.

• What drains you? Nothing. If negativity appears, I remove myself from it.

• The hardest “No” you’ve told yourself? I say many “no’s” daily – none are hard.

• Last time you asked for help? This morning – I asked my daughter’s boyfriend to restart my coffee machine.

• AI in PR – threat or opportunity? AI will not replace you. But the next generation who masters AI will. That’s the real challenge.

• Three dinner guests from past, present, or future? My late father, Elon Musk, and someone from the future.

• If you started again with nothing? I’d rent the same tiny apartment, buy a second-hand computer, and start all over again.

• A dream still unfulfilled? A meeting in the White House with the U.S. President.

• Success is…? A journey, not necessarily a destination.

What are the trends and challenges for PR in the era of social media and AI?
AI won’t replace PR experts – but those who master AI will. Every day brings new tools, and we must learn instantly. Soon, we’ll get all information directly on our glasses – and we’ll need to react fast, in teams, with professionalism. The future requires constant learning, adaptation, and embracing new trends – in communications, in management, and in building trust with clients.

What new skills would you like to acquire?
To step more effectively into the shoes of my colleagues and clients, understand them deeply, influence with knowledge and professionalism, and prove every day that I’m passionate and responsible.

How do you stay up-to-date in your profession?
Every morning, at 7:01 sharp, with a strong coffee, I read industry articles from New York. I’ve done this for 30+ years. I read countless business books on my Kindle, watch daily podcasts, and learn from everyone I can. It’s a never-ending cycle – 365 days a year.

The main goal of the project is to inspire the new generation of entrepreneurs by showing real examples of building a successful career and business in a challenging environment. Part of the initiative also includes educational activities such as scholarships and support for young start-up founders.

The nomination is recognition of Maxim Behar’s merits as a communication professional whose work and personal example contribute to the development of the business environment and entrepreneurship in Bulgaria and beyond.

The official awarding of the certificate took place on September 22, 2025 - Bulgaria’s Independence Day.

The official presentation of the book “The Enterprising: Secrets of Growth” is scheduled for November 13, 2025.

Maxim Behar:
“Every vote gives the opposition an opportunity to present its arguments for wanting to bring down the government, and the governing majority – to defend theirs. But saying ‘we want to topple the government because we don’t like it’ is not an argument.”

When asked whether the motives were weak, Behar added:
“There is no argumentation at all. If failure in security or in the judicial system were grounds, every government in the last 35 years would have had to fall within five days. These are vague formulations. More importantly, we see the use of street language. And that is a line that should not be crossed.”

The discussion also turned to specific figures.

Maxim Behar:
“Delyan Peevski has always been like that in this role, but that does not excuse him. No politician has the right to break the rules of good tone. Look at the British Parliament – despite the heated debates, there is respect. That is a model to follow.”

As a former supporter of “We Continue the Change,” Behar expressed disappointment with their change in behavior:
“They entered politics as business people – pragmatic, smiling, positive. That’s why they won. But now they are copying the aggressiveness of their opponents, and that is a mistake. If both sides look equally angry, where is the difference?”

The discussion also touched on Bulgaria’s accession to the eurozone.

Maxim Behar:
“As of January 1, 2026, Bulgaria will enter the eurozone. In Prague, where I recently had meetings, people envied us for this. The Czech Republic, although a strong economy, lacks the political will to take this step. For us, it will be a huge advantage.”

At the end of the conversation, the issue of institutional trust was raised.

Maxim Behar:
“There is only one solution – full transparency. If all procedures are transparent and the opposition is included, then people will have trust. This is the way forward.”

Maxim Behar’s appearance on NOVA NEWS clearly emphasized his position – politics cannot be built on aggression and street language. Bulgaria needs a civilized tone, strong arguments, and full transparency in governance. Only in this way can institutions regain public trust and the country move forward with sustainable development and greater confidence in the future.

Watch the full interview here.

“I am proud that only a year after its establishment, the Chamber managed to organize such a large-scale and successful event. Czech businesses are showing strong interest in Bulgaria, and I believe this is the beginning of an even closer partnership. I am extremely grateful for the support of our Embassy in Prague and the Embassy of the Czech Republic in Sofia, both of which played a vital role in the success of this visit,” commented Maxim Behar.

During their stay in Prague, the Bulgarian delegation held high-level meetings at the Ministry of Foreign Affairs, the Ministry of Industry and Trade, the Confederation of Industry of the Czech Republic, as well as at the headquarters of the insurance holding company Renomia. Maxim Behar also had a separate meeting with the Czech Minister for European Affairs, Mr. Martin Dvořák, who a year ago was among the official guests at the Chamber’s founding in Sofia.

“We are returning to Bulgaria with great optimism – the Chamber is already establishing itself as a reliable partner and a strong bridge for business between the two countries. Everywhere we were welcomed, there was a clear expectation that we can contribute to strengthening bilateral cooperation, and this is exactly our mission,” Behar added.

The Bulgaria-Czech Chamber of Commerce was founded in October 2024 in Sofia by ten Bulgarian companies with long-standing business ties with the Czech Republic. Today, it already unites nearly 50 companies, with the number steadily growing every week.

If you would like to take part in such initiatives and grow your business, join our Chamber: www.bulgariaczech.com
Contact: office@bulgariaczech.com

Dear students,

On behalf of the Board of Trustees, I wish you that in ten years’ time you will be the ones leading our beautiful Bulgaria – and that you will do it wisely, innovatively, with the vision of governing a modern, fast-developing European country, making it even better and more successful.

This is the very first wish I can extend to you today, on your very first academic day!

I sincerely hope, and truly believe, that this will come true. A whole day would not be enough to list all the prime ministers, ministers, members of parliament, and especially the successful entrepreneurs that our University has given to Bulgaria. I am confident you will all add your names to that list.

We live in a wonderful time. We may often feel dissatisfied, complain, and criticize, but even that I see as something positive – it means we want a better Bulgaria. And it will be your honor and responsibility, dear friends, to make it so.

I will refrain from giving you advice today – you lack experience, but you certainly have more knowledge than those of us standing here at this podium.

Still, allow me to share one rule I have always followed in business – the rule of the three S’s: Speed, Simplicity, Self-Confidence. With every passing year, I am convinced that it is more relevant than ever.

Take decisions quickly – even the wrong decision is better than no decision at all. Do not hesitate, do not delay, act fast. That is the first S – Speed.

In this world of millions of information sources and countless daily tasks, learn to filter out the most important things, focus on your priorities, and the rest will follow. That is the second S – Simplicity.

And finally – Self-Confidence. I do not know a single person who has ever achieved anything meaningful without it. And you have one more reason to be confident – you are part of the University of National and World Economy, one of the leading business universities in Europe, a proud member of the Engage network of elite European institutions, a University with a capital “U,” with a glorious 105-year history.

Lastly, I would like to address Rector Prof. Dimitrov and assure him that both he and the Academic Council, together with all students, have the full support of the Board of Trustees – seven days a week, 24 hours a day, in all your projects and ambitions. We are here for you!

Congratulations, future prime ministers and future successful entrepreneurs.

According to him, the diversity of parties and positions within the opposition makes it impossible to form a genuine alternative: “There are so many colorful players with different visions – some with no vision at all. They can unite in a debate, but not in a sustainable opposition.”

Maxim stressed that the debates around the vote of no confidence, however, provide the government with an opportunity to present its strategy for the country’s development, especially regarding the adoption of the euro as of January 1, 2026. He emphasized that stable governance is crucial amid international uncertainty: “The world is in complete chaos. If we have a government with a relatively good majority and a clear vision, that is a blessing for Bulgaria.”

He also commented on the preparations for the euro introduction, noting that Bulgaria has in practice long been tied to the European currency: “I don’t expect any disruptions. Bulgaria has been in the euro since 1991 through its peg to the German mark. The most important thing is for the government to keep inflation under control and to balance the economic relations between producers and consumers.”

On the issue of government stability, Maxim stated that he sees no sense in holding early elections: “If there are new elections, the result will be the same. This would mean halting important processes, wasting time, and causing economic chaos.”

In conclusion, Maxim expressed hope for maintaining stable governance at least until the spring of 2026: “Bulgaria needs a government with vision and a clear program, so that the country’s accession to the eurozone is seamless, and citizens feel only its benefits.”

Upon returning to Sofia, the team of M3 Communications Group organized a special press conference, where the Bulgarian representatives shared their impressions from the visit. The event was honored by H.E. Olesya Ilashchuk, Ambassador of Ukraine to Bulgaria, who emphasized the importance of Bulgaria’s support during this difficult time for Ukraine.

“The name of Bulgaria in Ukraine is spoken with great respect. Our presence there was not just a symbolic act, but a clear sign of solidarity and support,” said Maxim Behar.

The press conference attracted strong media interest and once again highlighted Bulgaria’s and its business leaders’ commitment to international dialogue and the values of democracy and freedom.

Instagram – 36.6k followers
LinkedIn – 31.7k followers
X (Twitter) – 4.5k followers
YouTube – 3.1k followers
Pinterest – 565 followers

This significant achievement recognizes his longstanding expertise in public relations, active leadership, and influential presence as a thought leader across international media and social channels. With more than 30 years of experience in PR, academic involvement, diplomacy, and numerous international organizational roles, Behar stands out as one of the most prominent figures in global communications.

About the “Top 20 Business Influencers in Bulgaria – 2025” Ranking

• The ranking is determined by a proprietary algorithm that factors in influence, engagement, emotional connection with followers, and quality of visual presence.
• The listed individuals are recognized as leading voices in entrepreneurship, innovation, digital transformation, and leadership.

Top 20 Business Influencers in Bulgaria in 2025

Asked how they would spin the Parliament’s performance positively if they were tasked with doing PR for all 240 MPs, Behar replied:
“They did a great job. They kept a regular government in place — that alone is a huge achievement for Bulgaria.”

He emphasized the importance of acknowledging the government’s efforts in areas like the eurozone, foreign policy, and Bulgaria’s stance on the war in Ukraine. Even the MPs’ summer recess, in his view, has its upsides:
“We won’t have hatred, arguments, and scandals pouring into our living rooms every evening from the TV screen.”

Still, Behar was clear that arguments in Parliament aren’t the real issue.
“Debates in Parliament are not a drama. The real drama is that Bulgarian parliaments haven’t been producing laws for a long time.”

Looking ahead, he envisioned a future where politicians are held accountable not just in words, but through technology:
“If a politician makes a promise and doesn’t deliver, the ministry’s system simply won’t accept their access card.”

Commenting on the often contradictory messages from different political figures, especially around topics like the euro, Behar noted that we live in a complex, colorful world where differences are natural — but the lack of expertise in politics remains a concern:
“Most people who go into politics are those who can’t really do anything else.”

He argued that popularity today is no longer built on ideas, but on social media presence and appearance. This, he warned, threatens democracy, as voters end up choosing faces with no real substance:
“We can’t elect people whose only skill is talking well — and some can’t even do that.”

Addressing societal division and a recent case involving a state-run children’s home in Varna, Behar recalled his long-standing work in the NGO sector, particularly with child-focused causes. Closing such institutions had been one of his priorities for years:
“Bulgaria is tangled in all sorts of problems. It’s not just corruption or crime — it’s everything.”

For him, the solution starts with personal example and meaningful dialogue between institutions:
“I hope this summer the president and the prime minister will actually talk to each other — personally. That would send a very positive message to the public.”

Behar ended on a hopeful note about the political autumn ahead:
“Bulgaria has changed beyond recognition over the past 30 years. People are different. Technology is different. We live better. We complain more — which is fine. We want more — which is even better.”

He concluded with an idea that goes beyond a dream and leans toward a call for action:
“I expect around a hundred people from the business world to unite and form a real, serious business-political party that enters Parliament and actually does good things for the country.”

The conversation with Maxim Behar highlighted the urgent need for clear vision, accountability, and dialogue in Bulgarian politics. In a rapidly digitizing world where authority is earned through presence, not just position, political actors must evolve — and so must society. In Behar’s view, Bulgaria is already on a different level — and only constructive thinking will take it even further.

Watch the full interview here.

Maxim Behar:
I don’t see anything wrong with the Vice President signaling that she’s preparing to launch a campaign. Personally, I believe she’ll start very soon.
I don’t know if the pardon of the former mayor of “Mladost” district is related to that. I doubt it, since I’ve known Iliana for many years, and I don’t believe she would go down the easy populist road.
I think she simply decided to exercise her constitutional right. We haven’t heard of such a public presidential or vice-presidential pardon in a long time.
This is a one-off act that will eventually be forgotten. I wish the former mayor Ivancheva good health, happiness, and the chance to take care of her child.

Host:
But if we start viewing people convicted of corruption as victims, isn’t that dangerous?

Maxim Behar:
Yes, because we all know public trust in the judicial system is very low. It should be much higher.
Who among us can say whether the former mayor of “Mladost” is guilty or not? Only the court can determine that.
What’s more troubling are two things:
First – institutions in Bulgaria have not communicated properly for years. Dondukov 1 and Dondukov 2 speak through the media in metaphors and insinuations.
I support what Prime Minister Zhelyazkov said – that teams should gather, sit down, and talk. They should visit each other, have coffee or even a glass of wine or cognac – it doesn’t matter. They need real conversations, not media statements.
Second – I don’t like the government's intention to interfere in the free market. That could deliver a major blow to Bulgaria.

Host:
What if the ruling coalition is under pressure, especially with Peevski’s call to dismantle the anti-corruption commission?

Maxim Behar:
I don’t believe there’s a real risk. These seem like internal political games that I personally don’t fully understand.
It looks like Zhelyazkov’s government will survive – mainly because he is a dialogical and patient leader who thinks before he speaks.
The real challenge is Bulgaria's entry into the eurozone. That should not be underestimated. We need to be united and well-prepared.

Host:
What are the key differences between the president and the prime minister?

Maxim Behar:
The differences aren’t really political, but more about foreign policy – mainly Ukraine and the eurozone.
Each politician should be analyzed individually – Radev, Zhelyazkov, Borissov, Donchev, Peevski. I see positive traits in both the president and the prime minister.
I don’t see why one of them couldn’t simply cross the street and ask: “What’s most important?”
Of course it’s Bulgaria.
Should Bulgaria become a better country? Yes.
Should we live better? Yes. It may seem impossible, but it’s absolutely achievable.

Host:
Do you expect large-scale protests?

Maxim Behar:
I think that energy is already gone. Protesting against “corruption” in general, without specifics, has no effect.
Bulgaria won’t be changed by protests, but by politicians.
We need a good president in 2026 – someone with European values, recognizable, conservative. For example, Rosen Zhelyazkov.
Or a good economist like Nikolay Vassilev – someone who knows what he’s doing and can bring order without big loans or chaos.

Host:
Do you expect a new political player to emerge?

Maxim Behar:
Yes, I do. That’s my dream – a new political player from the business world.
I had high hopes for the Harvard-educated team, but it didn’t work out.
There’s a huge gap in the political landscape – we need a party focused on business.
The state lives off business – from the taxes it generates and the jobs it creates.

Maxim Behar outlines a clear vision for Bulgaria’s future: meaningful institutional dialogue, stability in joining the eurozone, and the emergence of a new leader from the business sector. He believes business-minded practices can breathe new life into the political system and ensure the country’s long-term development.

Watch the full interview here.

What does traveling the world mean to you?
Knowledge, emotions, and photos. These three words summarize the hundreds of thousands of miles I’ve covered—by plane, on foot, by ship, train, and all sorts of vehicles. Knowledge also comes from the hundreds of books I’ve read and the movies I’ve watched during my travels. But in truth, the real knowledge comes from the people I meet and the stories I live through.

How many countries have you visited? Tell us a fun story or highlight from your travels.
Certainly more than 60, but I’m not sure the number matters that much. It’s more about the people I’ve met—thousands of them—and the memories we’ve created. Dinners together, attending global forums, exchanging ideas… even just the photos that bring me back to those moments.

Do you enjoy revisiting destinations? Give examples and your take on whether it’s a good or bad idea.
Absolutely. I love the United States, especially our road trips through different states with my wife. We go back every year. And of course—my beloved Seychelles. I've been going there annually for nearly 25 years, sometimes even multiple times per year. I go with love, excitement, and great anticipation, always eager to see what’s changed.

What was your first journey that truly transformed you professionally or changed your worldview?
Two key moments: first, my studies in Prague, where I worked for a unique magazine with a multi-million print run. I learned perfect Czech, top-level journalism, made lifelong friends, and gained invaluable experience. The second was my time in Warsaw as a correspondent, witnessing the fall of communism and Poland’s first steps into a market economy. These two three-year periods completely reshaped my worldview and professional values. Every journey changes me a little—but these two were life-defining.

What do you learn about yourself and your professional skills when immersed in a new culture?
I believe in the saying: If you’re the smartest person in the room, you’re in the wrong room. I seek out brilliant minds to learn from—professionally and personally. I’ve had lunch or interviews with kings, queens, presidents, economists, and intellectuals. Cultural environments truly change people, while everything else is just detail. But you need the right sensors—to absorb, analyze, and build on what you experience. It’s not just about taking sunrise selfies or posting about fancy meals.

Have you ever met someone or encountered an idea while traveling that influenced your career path?
All the time! Long flights give me time to reflect on things I usually don’t have time for. At 10,000 meters, you really do feel above it all, which allows for a philosophical, analytical perspective on life and business. My best ideas usually come from two places: in the shower and on a plane. And of course—during the journeys themselves, through conversations and idea exchanges.

Do your travels help you grow your professional network? How?
Absolutely. Travel is a vital part of my work. Once at the Davos Forum, a CNBC journalist asked what I expected from the event. I replied, “Just one sentence.” When she asked why, I told her, “If I remember one single sentence from this forum, the trip will have been worth it.” That’s my travel formula—one sentence, one meeting, one photo. If there’s more—great. But always have a goal in mind. That one sentence could change your life.

What skills do you develop most when traveling, and how do they impact your work?
Many of my travels are work-related. I meet top professionals who say they learn from me—but I’m always focused on learning from them. It always pays off.

Has a city or country ever inspired you to start a new business or project?
Definitely—London. There I meet top professionals in my field, serve on the PRCA’s Advisory Board, and used to have an office while I was President of ICCO. I return every year and host a small luncheon in the House of Lords. I always stay at the St. Giles Hotel—David Bowie’s favorite—with his portrait at the entrance. I spend hours in Foyles bookstore on Tottenham Court Road, walk out with a bag full of books, and later buy the same ones for my Kindle to carry with me.

When in an unfamiliar country, do you feel more focused or more distracted? Why?
Much more focused and inspired! I’m seeing new things, discovering new cultures, meeting new people, and trying new foods… Everything feels fresh.

Are there destinations that act as a “reset” button for your creativity and ambition?
Yes—Seychelles. I feel both at home and abroad. I relax, feel happy and carefree, and realize life can be simple and beautiful. That’s a full reset for me, and I return to Europe renewed every time. It’s been that way for 25 years. I recommend it wholeheartedly. The beaches are lovely, but the real magic is in the people and their outlook on life.

How do you balance work and pleasure while traveling?
For me, work is pleasure, and travel is work. A simple formula that keeps things light and enjoyable.

How has traveling changed your view on money?
Money matters only when booking plane tickets. Otherwise, good planning can make any destination affordable. Seychelles, for example, has a luxury reputation, but we often spend less there than we would in Greece, Turkey, or even Bulgaria. We stay in a simple beach house, shop at local Indian-owned stores—it’s all about planning and knowing the place.

Do you travel with the intention of finding new income streams?
Never. But the ideas I get while traveling often lead to new and unique projects—for both my clients and my company.

What financial lessons have you learned from various economies and cultures?
The main one: money doesn’t matter if you’re a good person—but it does matter if you’re a good person who wants to run a successful business. That’s true everywhere I’ve been.

Do you believe it’s better to spend on experiences rather than material things?
Both are important and interconnected. Experiences bring ideas and knowledge. Material things—laptops, cameras—are essential tools for modern business. But without experiences and insights, no creative business can thrive.

How do you see the future of digital nomad life?
It’s not the future—it’s the present. The 2020 pandemic changed everything, especially communication. Remote work became the norm overnight. It reshaped our thinking and future strategies. We must focus on the positives—remote communication is here to stay.

Are there countries you consider especially favorable for work and investment?
Yes—and I believe Bulgaria is one of them. We tend to complain a lot, but Bulgaria has the lowest taxes in Europe, and some of the most educated, motivated young people I’ve ever met. Sure, we face challenges—corruption, media freedom, bureaucracy—but the momentum for change is strong. I’ve also worked in the Czech Republic and Poland, and both have great business potential. But to me, Bulgaria still offers the best chance for success.

If you could choose one place in the world to develop your next big idea, where would it be and why?
Seychelles. It’s a small country—around 80,000 people—but I know everyone, and everyone knows me. I understand the culture and mindset deeply.

Which destinations would you recommend as must-visits and why?
Definitely the Camino in Spain—it was a life-changing experience for me and my wife. We returned refreshed, purified, and even wrote a bestselling book about it. Iceland is also amazing. And each American state is like its own country—we can’t wait to explore more of them.

What’s your top career advice based on what you’ve seen around the world?
It’s very universal and works well: Do what makes you happy, no matter where you are. But if you’re abroad, you must truly love the country you live in. If you don’t, your career won’t thrive either.