COVER STORY

Featuring Maxim Behar

Maxim Behar is a globally renowned public relations and media expert, manager, diplomat, and TEDx speaker. In 1994, he founded PR company M3 Communications Group, Inc. and since then has been the CEO and Chairman of the Board. The company is among PR leaders in Eastern Europe, but also provides projects all over the world. Behar graduated from Harvard Kennedy School and also the University of Economics in Prague. Behar had extensive training in Yokohama Kenshu Center in Japan and The Pacific Institute in Seattle in the United States. Behar was president of the World PR Organization ICCO until 2017 and now, is president of the World Communications Forum Association, based in Davos, Switzerland.

“The most important challenge today is speed. Nothing else. Some 10 to 15 years ago, the public relations industry used to have a lot of time to respond to the media, especially in crisis situations. We had some 10 to 12 hours to think carefully about how to respond and what to write. Today, we have 10 minutes to do this. It requires huge professional preparation, a lot of reading, simulations in the office with clients and without them. But most importantly there is a need for the whole office to be online 24/7 and to know how to react.  “

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