BAPRA starts the BAPRA Bright Awards 2026

Sofia, January 5, 2026. – Bulgarian Association of PR Agencies (BAPRA) announces the start of the sixteenth edition of BAPRA Bright Awards 2026: “Algorithm of Trust”. The event is part of the festive program on the occasion of 25 years of BAPRA – a quarter of a century of innovation, ethics, and leadership, during which the association establishes PR as a strategic force for business and society.

Algorithm of Trust – the new reality

In an era where algorithms and artificial intelligence are no longer just tools, but the foundation of communication solutions, the PR profession is transitioning from a reactive to a proactive role. Today, communications mean analyzing huge information arrays, modeling crisis scenarios, and solutions in real time. PR is the intermediary between machine logic and human authenticity, when we witness algorithms dictating the speed of information. But amid the technological revolution, trust remains the most valuable capital – a measure of sustainable relationships between organizations, media, communities, and clients. 

“The algorithm can predict, but trust convinces – and remains the greatest competitive advantage in society. This year, technologies and data set a new standard for communications, and PR leaders prove how value is created – strategically, transparently, and with impact. By marking 25 years of BAPRA, we show the evolution of the industry in Bulgaria: from a supportive to a managerial function, from content to integrated business results.”— comments Iva Grigorova, chair of BAPRA (2024–2026)

Special award from BAPRA in a new category for students!

On the occasion of 25 years of BAPRA, a Special Award from BAPRA is introduced in the Bright Awards, in which students majoring in mass communications and PR can participate. The goal is to give visibility to the new generation in communications. The format is team participation and presentation of a concept for a campaign based on a given brief assignment.

Categories, jury, schedule, conditions, and criteria

● The competition is open to BAPRA members, PR and communication agencies, as well as internal PR and communication departments of companies.

● The new edition of the awards has updated conditions and criteria for participation, including: eligibility of campaigns, application format, requirements for materials, evaluation methodology, fees, and deadlines.

● The international jury of established experts in communications and marketing will be announced later. Expect their presentation soon!

● The application form is open until February 8, 2026 (early registration) and until February 18, 2026 (late registration). 

● The awards ceremony will take place at the end of March 2026.

25 years of BAPRA: new brand identity

In 2026, BAPRA celebrates its 25th anniversary with a rebrand, which reflects the digitalization and technological revolution in the creation and dissemination of information. The new visual identity not only marks the anniversary but also shows the future of PR – digital, technological, and strategic.

For more information regarding the awards, application procedure, and evaluation, you can contact us at office@bapra.bg.