The Professionals at the Office of M3 Communications. What Does It Mean to Be a PR Expert Today?
The team behind the television program “The Professionals” visited the office of M3 Communications Group, Inc. to explore what it truly means to be a PR expert in today’s world. Host Viktor Dremsizov sat down with the company’s founder and CEO, Maxim Behar, to discuss the essence of the profession, the essential skills it requires, and the transformations in the communications industry over the past 30 years.
“PR is telling the truth in a way that people understand,”
summarized Maxim Behar.
“This is my newest definition after years of searching for the right words. Truth is at the core, and presenting it clearly—that’s our creative job.”
The conversation focused on how young people perceive the PR profession. According to Behar, many often confuse it with influencer marketing, but he makes a clear distinction:
“Posting handbags on social media isn’t PR. That’s something else entirely. True PR is about crafting words, understanding your audience, and building bridges through content.”
A great PR expert, he explained, must not only communicate well but also think fast, act responsibly, and be able to make decisions—often in moments of crisis:
“We are not just consultants—we’re decision makers.
We can’t wait for approvals from multiple offices across the globe while a crisis spreads online.
We must act swiftly.”
Much of the company’s success, he added, is thanks to its dynamic and talented team—primarily made up of Gen Z professionals. Each project begins with deep research, data collection, market analysis, and the development of a tailored strategy, implemented by a team ranging from digital experts to graphic designers and developers.
Technology plays a vital role as well, particularly AI, which M3 actively incorporates into their workflow:
“AI is a great tool, but you also need natural intelligence.
It’s important to know where technology helps—and where human judgment needs to step in.”
When asked where creativity comes from, Maxim responded:
“It’s like being an artist.
When a client brings us an idea, we know how to turn it into reality—that’s who we are. It’s how we think and express ourselves.”
The M3 team also demonstrated parts of their workflow and attention to detail—even when creating something as simple as an event invitation, considering everything from font and colors to the message itself.
Maxim Behar concluded with a message for young people aspiring to work in PR:
“Learn every single day.
No university can teach you like real work and real projects can.
When everything goes first through your mind, then through your hands—and finally, you see the result.”
Watch the full interview here.