The trust of people is the foundation of the success of a personal brand

Introduce yourself in a few sentences..

Ruslan Yordanov – journalist and traveler, owner of the National Information Agency Bgtourism.bg - which is part of a media group in Bulgaria in the field of tourism, including five online publications and the business and tourism magazine Destinations. I was born in the city of Dobrich. I am married, with one daughter (2005). I have been in journalism for nearly 30 years – for me it is above all a cause, and for eight of those years I have combined it with work in tourism, in leadership positions in leading companies.

What did you dream of becoming in your childhood?

An interesting question and I think I have something to share. I remember in first grade that my classmates gathered during recess and everyone was telling what they wanted to be when they grew up – one said astronaut, another – teacher, a third – policeman. Then a classmate came up to me and asked: "And you? What do you want to be?" I remember how everyone turned their gaze towards me and I answered categorically: "Journalist!" I saw the surprise in the eyes of my classmates because they did not expect such an answer at that age. Even as a child, I watched the news on Bulgarian National Television. I can share that the profession was won over by hosts like Brigita Cholakova, Anahit Tacheva, Neri Terzieva – they were innovators and visionaries, with a strong presence on screen.

Later, in sixth grade, I remember how I tore out the double pages from the middle of my notebooks and made 10 identical "newspapers" of 8 pages each – I created a name, headlines, texts, drew pictures, everything with a pen, and I dropped them in the mailboxes of my neighbors.

After finishing my secondary education, I started working in an establishment – temporarily, before the army, and to help my family. In February 1996, I applied for a competition for hosts and reporters at the first private television in Bulgaria – in Dobrich. A media that was an alternative to the state television, with its own program, regional news, and original shows. I remember it was a harsh winter. I put on my graduation suit, took a taxi, and went in front of the television building. I stood in line with over 100 people, and there were only two positions.

During the interview, one of the questions was: "Why do you want to work as a journalist for a salary that is half of what you are currently earning?" I was sure that I wanted exactly that position – to start building my career from here. At the end of the day, destiny smiled at me – I was one of the two chosen. The main reasons I won – my immense desire and the mole on my face, which according to the television bosses would attract the attention of viewers.

I worked for a month – I started with reports on domestic issues. After that, I received a call-up and served in the army in Burgas and Lyubimets as a sapper. Immediately after that, acquaintances invited me to work in a newly established cable television. I immediately seized the chance. Those were tough years – like every beginner, I had to create contacts, build trust, and prove myself. Nearly 30 years later, I work with the same enthusiasm – every day I get up to fight for my good name and to be useful with the media I created.

During my work in television, I received an offer to work in the local newspaper as well. This was a real school. Back then, there was no internet – we wrote on typewriters. We worked late – sometimes I left at 2 a.m. when I was on duty and took the issue to the printing house, and in the morning I hosted the morning block in the television. I had thousands of hours of live air. There was a period when I worked at five places simultaneously – full-time in television and freelance at four others.

Sometimes, while hosting the morning block, I interrupted for commercials to read the news live for the radio. I worked with passion and respect for the profession, realizing that every news item could affect business and human destinies. I have been a sports and court reporter, correspondent for national media. But tourism won my heart.

In 2011, I received an offer to take over the advertising department and media relations at a large Bulgarian resort – until 2018. These were years when I saw the tourism product from the inside and transferred this attitude towards people in journalism. I created my own media group because at that time there was no media that informed professionals and consumers in the industry daily. I started from scratch – without having a big brand behind me. I worked tirelessly – from early morning until late evening, without days off.

I created a model of work that is still copied by many sites – proof of its effectiveness. The goal was to gather everything important for tourism in one place – information from institutions, businesses, organizations, supplemented with original publications, focusing on people in tourism and good practices. Thus, tourism received its special podium.

Online media gradually increased, and in December 2020 we published the first issue of our business and tourism magazine – in Bulgarian and English, with national distribution. The greatest reward for me remains the trust of people – this obliges me to uphold high journalistic standards, like those I saw in my childhood from the visionaries on the small screen.

At what age did you earn your first money? Tell us about an interesting incident.

In fifth grade, I was on a one-day brigade for apple picking, organized by the school. I remember that only one child picked more crates than me. I received about 6 leva – for the late 80s, that was a lot of money for one child.

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 inspiration at this stage of development?

The environment, place, and time are extremely important. I was fortunate to encounter good examples, to go through the best schools in tourism and journalism, which helped me create a successful brand. Teachers, leaders, and colleagues are key – they are the ones who lay the foundation for success in every person. The main factor in building a personality is the authenticity of each person – the strongest and truest currency for gaining trust.

Has there been a significant change in your perceptions in mature age regarding the motivation to do or not do something?

There are people who live to accumulate money, others – for pleasure, others – for their good name. I am one of those who have always worked for my reputation. I grew up in a family where my mother raised me and my brother alone, educated us, gave us valuable advice, but most importantly, she made us good people. The hard life made me combative and persistent in pursuing my goals.

Whose decision was it where to pursue higher education and what to study? Was that decision correct, viewed from today’s perspective?

I graduated in "Tourism" and "Digital Marketing". The decision for higher education came as a natural continuation of the educational path, which everyone follows who strives for development. Even while working in television and in the newspaper, I was fully dedicated to them. Later, I decided to find time and enroll in higher education. I wanted to graduate in journalism, but the rector and professors refused me with the words that I should teach them, not they me, and advised me to choose another specialty. Together with my wife, we chose to graduate in "Tourism", not suspecting that years later I would work precisely in this field. Later, I also graduated with a second higher education – in the field of digital marketing.

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

My biggest hobby outside of journalism is tennis. I have been an amateur tennis player, and later – a tennis referee, tournament supervisor, and participant in the world championship for journalists. My daughter also followed this sporting path – she reached the finals of the Masters of Bulgaria in the girls' category, has trophies and medals from international and national tournaments. Today, alongside my work, we love to travel, to rediscover new worlds, to seek peace and harmony in life.

Would you change your profession today and which areas of activity attract you?

I have asked myself this question. Perhaps I would become a chef – I admire people who create and make true masterpieces on their plates. I admire haute cuisine.

I also greatly value sports and the achievements of Bulgarian athletes, who over the years have made us feel proud. The first Olympics I followed from start to finish was Seoul 1988 – the sports successes of Bulgarians then made me stay close to sports. It was sports that taught me discipline, precision, and organization.

Many serious media have become like tabloids. I believe that everyone will find their source according to their value system – because even today we have good examples of journalists and media that uphold the highest standards of our profession.

They say that a personal brand is what people say about You when you are not in the room. What would you like to hear today?

I have always strived to be helpful to people and to be a good person. However, my success also showed the other side of the coin – the envy of close friends, colleagues, and partners. I lost some of them because I never allowed myself to be used. We have always been principled, honest, and open as a team. Sometimes even naive like children and primal, but always positive and sincere.

Good upbringing and daily work – this has always helped me. It is clear that we cannot please everyone, especially in these divided times – some divide by parties, others by organizations, others by teams... I believe that I have the strength to unite and to be positive. Many people appreciate this and that is why I am in journalism and tourism – to be helpful. I hear their gratitude, I see it in their eyes. Every day many people write to me, stop me on the streets of Sofia, at airports in Bulgaria and abroad, everywhere in the country – and thank me. These people motivate me and show me that what we do makes sense.

Emotional intelligence, adaptability, and soft skills are key to success in recent years. How do you cope with daily challenges to stay in good shape and mood?

My daily life is based on several pillars: good organization, passion for work, and harmony at home. Tourism taught me to plan at least a year ahead, to look not just at the wall, but behind it. I had the luck and privilege to be in true schools – leading for Bulgaria – both in tourism and journalism. I have worked with leaders who are visionaries – from them I learned to cope with challenges, to be flexible and patient, to take on commitments that I can professionally fulfill. This helps me immensely today.

What are the most important conclusions you have drawn so far about maintaining effective communication with different people – colleagues, friends, relatives?

The most important formula is to build bridges. To notice, appreciate, and highlight the successes and efforts of others. To learn to talk less and listen more. To be able to work in a team and choose suitable allies with morals, with whom to embark on a long journey – time shows who they are and who can be relied upon. The personal interests of people sooner or later come to light – and it shows who is beside you as a professional and as a person.

What do you think about money? What is their influence on your life? What advice would you give to people who often ask themselves questions related to money?

Money is important for our existence, but it is not the most important thing. The moment I stopped chasing them, they started to chase me. Because when you have proven yourself to people and businesses, they start to rely on your professional experience. For me, a person's value system stands above money.

What is the most valuable career advice you would give?

A person must have a clear professional goal to follow consistently in their life. Nowadays, many people want everything to happen immediately – to buy awards with money, followers on social media, fame, and success. I chose the difficult path – daily work, passion for work, innovation, positivity, creating quality content. And most importantly – the ability to plan, organize my daily tasks, and be patient.

Now is the time to express my gratitude to my wife, who not only is always by my side as a person, but for several years we have been building the successes of our media company together. Together we are constantly on the road across Bulgaria and the world, investing seriously in travels and in creating quality, original content, with which to earn the trust and level of a national media.

The most valuable advice I can give to everyone who is starting to build their career is to never compromise on the quality of their work and their moral principles – so that they can sleep peacefully and always look people in the eye.