Communications Become a Business Priority: PR Establishes Itself as a Strategic Investment

Sofia, October 14, 2025.

Bulgarian Association of PR Agencies (BAPRA) and Bulgarian Public Relations Society (BDVO), in collaboration with marketing agency Pragmatica, present the first national representative study on the development of the PR sector in Bulgaria. The report titled “Trust Vs. Results. A Study of Business Attitudes Towards the Use of PR Services” outlines key insights into the role of PR communications in the business environment.

The main findings characteristic of the local market show that businesses in our country have achieved maturity and strategic thinking in communications. The leading aspect is not only reputational support but also the role that PR activities can play in achieving direct business goals.

●PR is no longer just a supporting function, but a management one – 58% of companies treat communication strategically, and 56% perceive the PR budget as an investment. This means that businesses recognize the expert, strategic, and creative value of PR services, indicating a cultural shift in the attitude towards communications.

●70% of large companies, over 50% of small and medium-sized, and even 31% of microbusinesses have a PR strategy. Although different sizes imply different specifics and scope of strategies, their existence is an indicator of a widespread awareness of the need for appropriate publicity for the respective business.

There is a clear need for businesses for demonstrable results, as companies expect more direct evidence of effectiveness. The main barriers to working with PR agencies and experts currently remain cost, confidentiality, and lack of measurability. Companies seek personalized solutions, transparency, and business orientation from their PR partners.

“The findings from our market research are an important step towards better understanding between business and the PR industry. The data clearly show that PR agencies are no longer perceived only as strategic partners but enable our expertise to deepen in the business understanding of our clients and in the ability to measure the effect of PR communications. This is an invitation to all of us – agencies and specialists – to be more active, more responsible, and bolder in our communications.” – shares Iva Grigorova, Chair of BAPRA.

“The results of the study confirm that PR communications are a key tool for building trust and resilience in business. It is time to build on what has been achieved with new skills, technologies, and partnership models that respond to the dynamics of the modern environment.” – adds Ivan Yanakiev, Chair of BDVO.

The research comes at a time when the PR industry is facing new opportunities for digital transformation. Topics such as AI, storytelling, data-driven approaches, and rapid crisis communication are becoming part of the services and competencies of more and more PR professionals. The goal of industry organizations is to conduct periodic studies to outline long-term trends and participate in establishing the industry in the local market.

About the report: Quantitative research with an online survey among micro, small, medium, and large enterprises operating in Bulgaria (n. 507 companies from over 20 different sectors).