The PR and communication expert on talent's successful integration outside Bulgaria
Two years ago Manuela Toteva, an established specialist in PR and communication with experience with industries such as IT, metallurgy, banking, retail and others, decides to jump in the deep, following her husband’s career growth, and successfully started work in Germany Change of such a scale is a challenge to any professional, but Manuela Toteva dealt with it brilliantly. Now she works on her PhD on Effective Communication in Online Environment, lectures at Sofia University and Technical University – Ilmenau, and is a member of Deutsche Public Relations Gesellschaft and Heidelberg International Professional Women's Forum.
How did you move your professional career abroad?
Change is life's strongest constant. Several years ago, lead by this understanding and with well-defined goals and strategy, I literally outperformed myself career-wise. From being on top of professional success as a manager with over 15 years of experience in communication with some of Bulgaria's most successful companies and a president of the country's oldest PR professional organisation, with a range of local and international contacts and successful projects, I jumped into the deep and unexplored waters of a new culture and business field such as Germany as a marketing consultant of the largest business software company in the world. Today, after my years of experience here, I can only continue forward with strong motivation and desire to develop in my current field.
Is it easy to be a Bulgarian woman in your profession?
I do not divide people according to their sex and nationality. In the field of communications and marketing at a national level our profession is feminised to a certain extent, but this is not valid at European or world level where the situation is 1:3 in men's advantage. I think that nothing is easy in business and that if we apply enough competency and confidence in our work, sex is of no importance. As for nationality, I believe that only people with certain disposition trust clichés. When you are abroad, you are a brand, an ambassador of your country; I believe that we should be always responsible and should demonstrate our qualities whenever we have the chance to.
Manuela Toteva with some of her students from Technical University – Ilmenau, Germany, 2019
What are the main trends of successful public communication in 2020?
Quality and effectiveness of content and communications' digitalisations will remain the main trends of 2020. Professionals' efforts will be targeted towards development of skills for management of apps for process automatisation and data processing. Creativity and creative ideas will bring even more added value. Marketing campaigns will include more video content and even more audience in-depth-analysis and targeting. Sustainable development is becoming a key topic of public communication on a regional and international level. Events as communication instrument remain trendy, and the increasing competition between agencies will lead to positive results for the client with better value-for-money. There is certain regrouping in most popular social media, the importance of business-oriented ones such as LinkedIn and Twitter for the business is growing. Regardless, the cause for clean informational environment remains a challenge to business and society. I believe that one of our goals as professionals is to support it and to continue fighting fake news.