In the second podcast, part of the Erasmus + project Step into Branding, our guest is Silvia Nikolova, journalist, PR and marketing expert active in education, media literacy, and social causes. The central message is clear: sustainable communication starts with truth. Good communication, she says, is “hygienic” – accurate, honest, and free of sensationalism. Mission-driven and promotional communication differ only in purpose, not in ethics. Embellished stories may create short-term attention but inevitably damage trust.

Storytelling was a key topic. Personal stories spark emotion, while numbers support rational understanding. The strongest messages combine both, but must remain authentic and respectful. Using images of children or vulnerable people for dramatic effect is unethical and diminishes the value of the work.

Nikolova points out that many NGOs communicate spontaneously, posting “just to say something.” Instead, they need an editorial plan defining keywords, tone of voice, rhythm, and channels. Not every message belongs on social media; sometimes, offline communication is more appropriate, such as when promoting reduced screen time for children.

Cultural adaptation is essential in international campaigns. Even when a message is universally true, it is interpreted differently across countries due to cultural norms, religion, and political context. SOS Children’s Villages is an example of adapting one story to resonate authentically in different cultures.

When presenting themselves, organizations should sound human and competent, not overly proud. Websites and social media profiles serve as their “shop window” and must be structured, functional, and informative. A confusing or outdated website quickly reduces credibility.

The blurred line between journalism and PR increases the responsibility of communication experts. Press materials are often published with minimal editing, making accuracy and clarity crucial. Nikolova recommends two practical tools: checking content against the six core journalistic questions (who, what, where, when, how, why) and conducting SWOT analyses before campaigns.

As an example of strong communication, she highlights the Dimitar Berbatov Foundation, which appears publicly only with meaningful, well-told stories rather than constant exposure.

Ultimately, ethical communication is a culture built on truth and respect for the audience. It creates long-term trust – an essential ingredient for sustainable impact in the social sector.

You can hear the whole podcast in Bulgarian here.