Build communication that inspires, not manipulates

Introduce yourself in a few words..

My name is Sibila Kuseva and I am a journalist and PR specialist with over 15 years of experience. My professional path started at the newspaper "Pogled", which was published by the Union of Journalists in Bulgaria, then passed through two of the largest national daily newspapers in the country. I have also worked in electronic media, and as PR  I have worked with some of the popular personalities, universities, and institutions in Bulgaria. At the same time, I am a mother of two wonderful children and the wife of a successful man.

How would you describe your career in a few words?

A fulfilled dream, filled with round-the-clock work, dedication, and satisfaction. The path is difficult, but exciting and worth every single effort. I am grateful to the people I have worked with, who have given me advice and have helped me grow as a person in a professional sense.

What was the most important choice that shaped your path?

In our lives, we, people, face many fateful choices for ourselves. Sometimes we need to learn patience or seek quick, but short-lived success, which usually does not bring satisfaction. One of the most important choices for me was whether to change my career for a more lucrative one, but not as attractive, or to continue following my heart. I am glad that I chose the latter and trusted the right people.

What would you like to know at the beginning of your career that no one told you?

No one advised me that not everything is worth it at any cost and when we are not valued somewhere, we need to have the courage to leave. A person can realize themselves and be successful where they are accepted, feel good, and have the opportunity to unfold and show their potential.

How can a person understand which profession is suitable for them?

Every person, knowing themselves, knows their strong and weak traits. If there is no dream, if they are not sure what exactly they would like to do, they should focus on the things they are best at, develop them, build, and not stop learning, and at some point, they will realize what their path is. Despite everything, I believe that deep down, each of us feels and knows from childhood what they want to be when they grow up and instinctively follows their path.

What skills will be key in the next 10 years, in your opinion?

In the dynamic world of artificial intelligence, it is most important for people to remain open to changes, without losing our ability for critical thinking and meaningful communication. Technologies are developing at an incredible speed, but human qualities such as empathy, emotional intelligence, and the ability for compassion remain irreplaceable and universal – they build trust and create real connections.

I believe that kindness, integrity, responsibility, and the ability to make decisions are values that not only withstand the test of time but become even more significant in an era of digital transformation. They are the moral compass that will continue to guide us and distinguish us as humans – regardless of technological advancement.

How to build a network of useful contacts without appearing interested?

Building a strong network of useful contacts, especially in Public Relations, is not a matter of self-interest, but of authenticity and mutual respect. The most effective approach is to enter into professional relationships with genuine interest in the person opposite – in their expertise, perspective, and values, and not solely in what "we can take".

When communication is based on trust, sharing, and a willingness to be helpful, contacts turn into partnerships, not tools. In the PR environment, this means consistency, integrity, and the ability to listen – to give value before expecting it. A true network is built over time, through professionalism, human relations, and a reputation that speaks for itself.

What is the biggest mistake you have made in your career, and what did you learn from it?

One of the most common and at the same time most instructive mistakes in my professional path is excessive trust, combined with hasty decisions driven by emotion. In the eagerness to react quickly and with a good attitude, sometimes reason takes a back seat, and conclusions are drawn before the whole picture is seen.

This type of experience shows how important it is for a person to develop patience, inner discipline, and the ability for strategic thinking. True professionalism requires distance from momentary emotion, the ability to analyze situations from all perspectives, and to make decisions that are not just intuitive but long-term sustainable. This builds not only personal maturity but also trust – towards oneself and towards the environment in which one works.

How to recognize a toxic work environment and when is it time to leave?

A toxic work environment rarely appears suddenly – it accumulates quietly, but palpably. It is recognized by constant pressure, lack of respect, chronic tension, unclear communication, devaluation of work, and the feeling that fear and manipulation replace motivation and trust. When the professional dialogue turns into a field for conflicts, intrigues, and emotional exhaustion, it is no longer an environment for development, but for survival and a clear sign that we need either to try to change something or to leave. Of course, this does not mean that in every conflict or intrigue we should run away, but only when it truly adversely affects a person and there are no indications for change.

What would you do differently if you could start over?

I would walk my path in the same way and with the same mistakes that I have made. A person is not born learned. Education at the university gives us the foundation, but mistakes are what build us as individuals, and it is up to us whether we will learn from them and move forward or complain about fate and stay in one place.

How to maintain our motivation in times of stagnation?

Maintaining motivation requires a conscious return to the meaning of work – to the power of words, to the influence that communication has on society, to the role of the journalist and PR specialist as a mediator between truth, message, and audience. Sometimes stagnation is a signal not of depletion, but of the need for a restart – new topics, new perspectives, additional training, reading books, and continuously following the best practices of colleagues in the industry.

True motivation is sustained through curiosity, development, and constant dialogue with one's own goals. When the dream has turned into a profession, stagnation quickly passes and usually builds into personal development afterward.

How to achieve balance between professional and personal life?

Show your family and the person next to you every day how significant they are for you and how much you love them. Find time to be alone, travel, and visit places where you do not think about work or at least not all the time. It is difficult, but not impossible, to have a good personal life combined with a successful career.

When is it time to change our career, not just the job?

As someone who has gone through this and returned to my initial career, I would say that these are often mistakes of youth that people make. Such a decision should not be emotional or driven by more tempting pay, but should be conscious, well thought out, and truly desired. Usually, one of the important signals that we need to change our career, not just the job, is when successes stop bringing us satisfaction and joy and we have no desire for development.

If you had to give just one piece of advice to people seeking success, what would it be?

Not everything should be at any cost!

What is your definition of a "successful career"?

A successful career is one that brings us satisfaction, enjoyment, and makes us happy. It is that career in which we are in harmony with ourselves, we do not stop having the desire and ability to build upon what we have learned and achieved. At the same time, a successful career in the field of journalism and public relations is not measured only by positions, campaigns, or public recognition, but is built on trust, reputation, and consistency – qualities that are established not with noise, but with time.

True success in these professions is the balance between professional competence and moral responsibility – the ability to defend the truth, to create valuable content, and to build communication that inspires, not manipulates. This is a career, where words have weight, messages have meaning, and your name remains synonymous with integrity and respect.