Maxim Behar: The World Needs Action, Not Just Messages

Maxim Behar appeared on EuroNews Bulgaria to discuss the passing of Pope Francis. During a special broadcast of Euronews Bulgaria dedicated to the funeral ceremony of Pope Francis, PR expert Maxim Behar was one of the featured studio guests. Together with host Diana Radova, he reflected on the Pope’s global influence, his communication style, and the moral legacy he leaves behind. Other guests in the studio included Dr. Lyubomir Kanov and Milena Hlebarova.

Host: Mr. Behar, how would you explain the power of Pope Francis’ messages, and why do you think he was able to reach so many people around the world?

Maxim Behar: There are hundreds of millions of Catholics around the world, and without a doubt, Pope Francis—like his predecessors—had a tremendous influence on the Catholic world. These are people who deliver strong moral and ethical messages, but unfortunately, they don’t possess the tools that politicians or business leaders have. This means that their messages often don’t receive the attention they deserve. While alive, they travel, influence communities, but they lack the means to truly change the world. Pope Francis was somewhat of an exception—he was the first Latin American pope, and he had a much more human, approachable presence. He wasn’t distant or exalted. The way he lived, the way he wanted to be buried—all of it showed that in today’s complex world, we need to stay grounded and simply be human.

Host: He seemed to speak the language of the people—he had a huge social media presence with millions of followers. Would you say that was part of a new communication strategy?

Maxim Behar: That was inevitable. Today, influence happens through social media. His advisors clearly managed to convince him that this is the most powerful tool, and he used it effectively. From a business standpoint, I tend to be pragmatic—we absolutely need religion and spiritual perspectives, but even more than that, we need concrete action. Calling for support for the poor is important, but simply talking about it doesn’t make them less poor. That requires economic reform and real opportunities. Pope Francis understood that, but it’s a very broad and complex issue.

Host: Has the world changed after Pope Francis?

Maxim Behar: The world isn’t divided into “before” and “after” Pope Francis. It’s different because of social media, because of new tools for communication, and because of the elimination of boundaries in information access. Today, it’s normal to be more tolerant, more understanding toward people with different backgrounds and identities—including sexual orientation. Pope Francis came from a different generation, but he understood today’s world. He grieved for the victims of conflict, he took a stance, even if indirectly. And if today, through his funeral, he contributes even one millimeter toward peace, that would be a monumental achievement.

Host: And what do you think people in Bulgaria will remember about his visit?

Maxim Behar: Probably not only in Bulgaria, but around the world, people will remember that Pope Francis wanted to communicate with different perspectives. He wanted to build bridges with Eastern Orthodoxy, with Judaism, with all people. If that’s considered “left-wing,” then I’m glad we had a “left-wing” pope. If it’s “right-wing,” let everyone judge for themselves. What matters is that he spoke with people—and in today’s world, that’s no small thing.

Maxim Behar’s participation in Euronews Bulgaria’s special coverage of Pope Francis’ farewell underscored the importance of a human-centered approach in our modern world. With his empathy, openness to dialogue, and humble demeanor, Pope Francis left a legacy not just as a spiritual leader, but as a global symbol of compassion, peace, and unity.

Watch the full interview here.