Maxim Behar: “Media don’t sell news - they sell trust”

The scandal surrounding the manipulated speech of Donald Trump aired by the BBC, which led to the resignation of the Director-General and the Head of News, is a clear reminder of how fragile public trust in media truly is. This was one of the main points discussed by Maxim Behar in the podcast “The Big Picture,” dedicated to media communications and funding models.

The episode of “The Big Picture with Lakov” featured Maxim — globally recognized PR expert, founder and CEO of M3 Communications Group, President of the World Communications Forum in Davos, and Honorary Consul General of Seychelles in Bulgaria.

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.