The work would be difficult without valuable people around us

Introduce yourself in a few sentences..

Nice to meet you, Ralitsa Zakharieva! I have been working in the field of marketing and public relations for over 20 years and I continue every day with excitement and a desire to strive to discover, learn, or realize something new in this dynamic and changing environment. For 7 years I have held the position PR and Digital Director at the communication agency Broks Vision, where I had the pleasure of growing as a PR professional and as a person over the last 18 years of my career. And I am convinced that the most exciting is yet to come.

What did you dream of becoming in your childhood?

I am one of those people who have turned their childhood dream into a hobby and have embarked on the path of a profession chosen with mind and heart. As a child, I dreamed of becoming a gallerist – to showcase high art that captivates, moves, and even shakes the audience. I did not embark on this professional journey for a number of objective and subjective reasons, but to this day art is my passion and an inseparable part of my life. My humanitarian nature, however, finds ground and full expression in every day of my life as a communicator, and perhaps that is why there is not a hint of nostalgia for the unfulfilled childhood dream.

At what age did you earn your first money? Tell us an interesting story?

I started with internships in the summer, back when I was 16 years old, but solely with the idea of gaining experience in an office environment. I actually earned my first money at 20, when I was trying to juggle between being a student and the desire to be independent and develop skills in the midst of a large international team. At that time, I did not have a computer at home and did not master the office programs that I had to use daily. In order to complete my work on time and with quality, I assisted many different colleagues with their tasks to "steal the craft of the computer," to learn the specifics of the programs, and then I stayed late to apply what I learned to my tasks. It was not easy at all, but this approach – to learn and absorb the experience of others – helps me even today in various situations.

What are the main factors and examples that shape us as individuals at an early age and form our interests? What is your recipe for curiosity, sources and wells of information and inspiration at this stage of our human development?

Every person has their unique combination of circumstances and factors that shape and define them as individuals, so the best thing we can do for ourselves is at the beginning of our conscious life and career path to follow what we truly desire from the heart. Good education, a breadth of interests and worldview, family and friendly environment are the foundations upon which we build our personality, our name, handwriting, skills, and authority – regardless of which field we have chosen. I believe that genuine curiosity, the courage to discover, the effort to feed your mind and soul daily with knowledge, positive emotions, and various forms of art give the young person (and not only!) the push that will guide them successfully along the path they choose to develop.

Has there been any significant change in your perceptions in a more mature age about what motivates you to do or not do something?

Of course, this is inevitable, but this change is not negative. The experience we accumulate over the years, our personal experiences, the environment in which we live, reflect on our perceptions. Moreover – the awareness of the direct and indirect influence we have on children, our loved ones, colleagues, or the team, we lead, friends, partners, becomes crucial in decision-making, in the motivation to take one path or another, practically in every action we take. Because this is a great responsibility.

Whose decision was it where to pursue higher education and what to study? Was this decision correct in hindsight?

It was solely my own! I applied for my higher education somewhat randomly – both at Sofia University and at UNSS. I was searching for a path, seeking answers for myself and seemed to rely on fate – wherever I was accepted, that was my place. Unfortunately! I was accepted at both universities and had to make a choice – between a major that would give me a secure job and income, and a major that would give me a broad intellectual horizon and true satisfaction for the mind and heart. Well, I chose the latter and to this day I think it was the right decision because today I reap the fruits of that choice and I am truly happy.

Share more about your interests, knowledge, skills, and hobbies?

I have already shared about my childhood dream and life passion – art, in all its forms and dimensions. Deep texts and captivating visual stories, stirring melodies and cinematography often provoke in me the desire to seek, understand, learn, and explore unknown territories – both in a literal and a figurative sense. That is why traveling as an act of knowledge and self-discovery is another of my inseparable passions. On the road, one gets to know oneself, others, and the world in the most genuine and fulfilling way. That is why my life maxim states: Happiness is in the journey, not in the final destination.

Would you change your profession today and which fields of activity capture your interest?

My answer is very simple: NO! Even if I could turn back time, I would not make different choices along my path. However, I certainly want to continue learning and developing in the new high-tech environment in which we live and work. I believe that the achievements of the human mind, talents, and creativity can expand the horizons of each of us, regardless of what stage of our journey we are in. I remember when in my profession we mainly worked analog, flipping through newspapers and magazines, handing out press kits on paper. Today everything is mainly digital, publicly accessible, and can become global property literally with one click. This requires a new mindset, a new approach, new skills, and tactics. And here we are starting to talk more and more about and consider artificial intelligence. So fast, so different, so exciting.

They say that personal branding is everything that people say about you when you are not in the same room with them. What would you like to hear today?

I have heard this thought from Jeff Bezos, but personally, I would rephrase it like this: Personal branding is our unique and authentic story that we write and tell about ourselves publicly every day – online and offline. And this narrative requires meaning, responsibility, a personal style and handwriting, ethics, attention to detail, and not least – dedication. I strive to follow these rules in my personal storytelling and I would be happy if people find value in it.

Emotional intelligence, adaptability, and flexibility, as well as our soft skills are key conditions for success in recent years. How do you cope with the daily challenges of life to stay in good shape and mood?

I do not stop working on them every day because beyond natural ability, these skills require stimulation, development, and enhancement. I am fortunate to be surrounded by people who provoke me to be in good shape and mood every day, because it is with their support that I manage to overcome the challenges that inevitably arise along the way. Without valuable people around us, it would be incredibly difficult, in a sense even impossible – both in life and in work.

What are the most important conclusions you have drawn so far about maintaining the right communication considering the different characters of the people you meet daily – colleagues, friends, loved ones?

My Top 5 rules for maintaining the right communication are: openness, clear thesis and argumentation, empathy, tolerance, self-criticism. I believe that when we maintain open relationships, have the desire and sense to hear the other side, approach with understanding and the ability to clearly present our position with the right arguments, and at the same time are not blind to our own shortcomings or flaws, then we can communicate successfully and fully with every person – regardless of whether they are a partner, colleague, friend, loved one, or even a child.

What do you think about money? What is their influence on your life? What is your advice to people who often ask themselves questions related to money and how sufficient they are?

Money is a fundamental part of modern civilization and in this sense an inseparable part of the life of each of us. They are a necessary means, but not an absolute goal for me. I have had moments in my life and career when I have turned down higher pay in the name of investing in myself, in my own skills and in my professional development; I have also refused for moral and ethical reasons. Of course, it is wonderful when you are highly valued for your work and the results achieved and this has its financial expression, and here I can say that I have an extremely positive experience. I believe that when a person is engaged in what they do, sooner or later they are adequately rewarded. And if life does not press us, money should be an instrument for achieving the goals, dreams, and good deeds we desire, because it is they that leave a mark after us.

What is the most valuable career advice you would give to people?

The most fulfilling way to be successful in your work is to love what you do and not to lose yourself along the way.