Comms Talks is a series of sector-themed discussions that foster dialogue between the communication industry's key stakeholders: in-house communication departments, agencies, the media, and media research and analysis professionals.
The series is a collaboration between media analysis agency Perceptica and the European Association of Communication Directors (EACD), with the support of the Bulgarian Association for Public Relations (BDVO) and the International Association for the Measurement and Evaluation of Communication (AMEC). All events were held at Sofia's SOHO coworking space, were public and free to attend, and were aimed at current and future communications professionals. Season 1 covered four sectors in 2019.
Comms Talks: Pharma - ethics and trust in the pharmaceutical sector
The first edition asked how effective the pharma industry is at getting its messages across to an increasingly (mis-)informed audience, given consumers' unrestricted access to information via digital and social media.
Panelists pinpointed two factors that, combined, erode trust in pharmaceutical and medical experts:
- the speed with which unreliable information and non-expert advice are disseminated;
- the strict internal and external regulations that govern pharmaceutical companies' communication activities.
"Our analysis shows that the more common a disease is, the more likely it is that people won't turn to healthcare professionals. They look for information and advice from friends, relatives and on online forums. We see a big difference in the topics that receive traditional media coverage and those that authentically capture social media users' interest."
- Georgi Auad, Director, Perceptica
The panel concluded that pharma communication must be grounded in trust and pre-defined ethical standards, using channels selected on the basis of measurement and evaluation of public conversations, including the social and digital channels still underused in the sector.
Panel: Radoslava Ganozova (Actavis), Nadya Gogova (Enterprise magazine, IAB-Bulgaria), Iva Mikova (PR Play), Yordan Stefanov (Science and Critical Thinking). Moderated by Elena Mateeva (Sopharma, BDVO and EACD member).
Comms Talks: Retail - communications' impact on grocery retailers' success
The retail edition focused on the factors that define consumer sentiment in social media and the impact of communications in a highly competitive sector. The discussion was based on new Perceptica research measuring users' disposition towards several of the sector's most important topics, and covered consumer loyalty, the latest trends and the main communication challenges.
Speakers: Georgi Malchev (Xplora), Lyubomir Alamanov (SiteMedia Consultancy), Greta Petrova (Maxima Bulgaria), Martin Dimitrov (Nitram), Lyudmil Karavasilev (Metro), Georgi Auad (Perceptica).
Comms Talks: Banks - building and maintaining trust
Held on 31 May, the banking edition explored the role of communications professionals in building and maintaining trust. Starting from the premise that knowledge breeds trust, it focused on the financial literacy initiatives of banks and institutions, and on communications as an instrument for financial stability.
Comms Talks: Tourism - how communications influence tourism
The season closed on 28 June with the Bulgarian tourism industry. At a time when some countries openly question tourist booms and encourage more sustainable kinds of tourism, Bulgaria seemingly remained committed to attracting as many mass tourists as possible. The edition explored the role of communicators in setting the tone and direction for the industry's projected growth.
What connects the four sectors
Across every panel, the same question came back: how do communicators understand what the public actually hears and believes? Perceptica helps teams answer it with media monitoring and reputation analysis, with dedicated support for the pharma and retail industries.