Are Bulgarian PR Practitioners Managers in Their Organisations or Just Technical Experts?
The answer of this question is provided by à study which has looked at the issue of role enactment of PR practitioners in Bulgaria. The study was conducted in December 2007 as a Personal Project of one of the members of Apeiron’s team and student in the first class of Diploma in PR course of CIPR.
Nearly 60 Bulgarian PR specialists from different kind of organisations took part in a survey developed for the purposes of the research.
The main aim of the study was to gain a baseline of current PR practices in the country. Furthermore, it looked to make the first steps in exploring the relationship between existing organisational culture in Bulgaria and the models of PR that are practiced by Bulgarian practitioners.
According to the research findings, PR experts in Bulgaria had become more conscious about their role of communication facilitators than they were nine years ago when the last survey on professional PR models in Bulgaria was conducted. The rapid socio-economic changes in Bulgaria had fostered a strong need for senior managers to think strategically about long-term relationships with clients or other important stakeholders.
At the same time, there are inherited cultural values concerning Bulgarian organisations that may block some of the positive trends in the development of PR industry in the country. Although PR has become a vital function for Bulgarian organisations, there is still room for doubting whether PR practice in the country fully corresponds with the highest professional standards.