Between Protocol and Populism: How the Election Campaign Unfolded

Интервю по BTV в предаването COOLt

In the shadow of yet another round of elections, the public behavior of politicians once again came to the forefront  from messaging and the lack of debate to the finer details of presentation and communication. The campaign showed that beyond ideas, symbols, body language, and the ability to build trust in an increasingly dynamic and critical public environment also matter.

Petya: Hello again, and after the break you are watching the special election edition of COOLt. In the studio we welcome protocol experts Milena Hlebarova and Maxim Behar. Welcome. We also live on TikTok, as we are evaluating this format on election day, so viewers won’t be surprised. Let’s start there  have you voted? How did your voting go? Quick, slow?

Maxim: I’m about to vote. I’ve had several meetings since this morning. I’m here in my astronaut suit because right after this I’m going to the National Palace of Culture to speak at a major educational forum for students. I also want to show that there are no dreams that cannot be achieved. I hope that applies to today’s elections as well  everyone with their own platform, program, and ambition.

Petya: We’ll get back to the suit in a moment. Ms. Hlebarova, did you manage to cast your vote?

Milena: Yes, I voted at 8 a.m. this morning and I’m proud I did. There was already a rush of people so early, all eager to express their opinion about today.

Petya: And we’re seeing noticeably higher voter turnout. How would you assess the campaign from a professional PR perspective?

Maxim: I see three major differences compared to the previous seven elections in the last five years. First, there were no smear campaigns  at least not the kind we’re used to seeing. No scandals about who did what behind the scenes.

Milena: A Hungarian-style scenario?

Maxim: I wouldn’t compare it to Hungary; the differences are big. But in Bulgaria we’ve had strong smear campaigns before. Second, this was the campaign of podcasts. Politicians appeared everywhere  some shows extremely popular, others less so  but they relied more on podcasts than on TV studios. And there was no real clash.

The third difference is that there is suspense. We now have new players  some stronger, some less significant. Let’s see after the results come in whether that intrigue will materialize. It’s more interesting this time.

Petya: Yes, let’s be patient. Ms. Hlebarova, what are the most common PR mistakes politicians make?

Milena: The mismatch between verbal and nonverbal communication  between what is projected and what is inside the politician or the organization. Unfortunately, the same mistakes repeat every time. Either they are not corrected, or sometimes they are even repeated deliberately to expose weaknesses.

Petya: Can you give an example?

Milena: The use of inappropriate or offensive language. It has become almost normal to label others with insults, even though these are experienced figures in politics. And sadly, this is not pleasant to see.

Petya: Let’s look at some images illustrating such missteps…

Maxim: That photo was taken Friday afternoon. The acting U.S. ambassador, Martin McDowell, and colleagues hosted us officially. My wife and I presented a gift  a photo from NASA’s space center with the Bulgarian flag, which we carried with us everywhere.

Petya: What do Bulgarians need metaphorically to “launch into space”?

Maxim: Just desire  nothing more. When you’re in Sofia, it sounds impossible. But when you go to NASA, train, simulate missions to Mars and the Moon, you realize it’s achievable. If we could do it, anyone in Bulgaria can.

Petya: Let’s move on  Justin Trudeau and his iconic socks. Is that a breach of protocol?

Milena: There have always been politicians who are more revolutionary. They don’t want to conform. Even though the standard is the suit, they express individuality  like Trudeau with his socks.

Petya: Meghan Markle and the absence of tights during her engagement photos caused controversy as well.

Milena: Yes, it was seen as breaking a basic rule.

Petya: And Joe Biden’s protocol missteps  keeping sunglasses on in front of Queen Elizabeth II and hugging King Charles III.

Maxim: These aren’t real mistakes, like moments captured by photographers. The biggest mistake in politics is when you promise and don’t deliver. That’s the greatest failure  both in politics and in life.

Petya: Isn’t that more about values than PR?

Maxim: It is, but also about outdated systems. The way elections are organized, and politicians present themselves is not modern enough.

Petya: Did politicians use social media effectively?

Maxim: No. They used it one-way  like an old newspaper front page: “Today I did this, today I met that person.” Social media should be interactive. There were no real conversations with voters. Technology should play a much bigger role.

Imagine this: three months after being elected, you enter your office and a screen says, “You failed to deliver your promises  you are no longer a minister.” That would change things.

Interestingly, there were very few promises this time. Politicians were cautious.

Milena: The geopolitical situation is different. No one wants to step beyond certain limits.

Petya: Ms. Hlebarova, how long does it take to form a first impression?

Milena: Up to 10 seconds  you immediately known whether you accept someone or not.

Petya: And charisma?

Milena: It’s something innate, but it can be developed and adapted to the needs of the time.

Petya: You say hands are a tool of trust. Did politicians use them well?

Milena: Sometimes, but often not. We’re not Italians  we use fewer gestures, but they still matter.

Maxim: Many kept their hands in their pockets or behind their backs. But these are minor details. Charisma matters more. We lack the kind of charismatic politicians seen in established democracies.

What I really missed was public engagement. Remember the large protest on December 10? Those people were absent during the campaign  not debating, not expressing positions. That energy could have driven change.

Petya: Final words?

Milena: There was no real campaign  it felt weak, without strong messages.

Petya: Thank you very much, and good luck with your lecture at the National Palace of Culture. Thanks for being with us.

You can watch the interview here: https://www.maximbehar.com/bg/video/437/mejdu-protokola-i-populizma-kak-premina-izbornata-kampaniya