Topical Information

On 15 May 2026, the spring meeting of the Standing Committee on Public Communications of the National Association of Municipalities in the Republic of Bulgaria (NAMRB) was held in Sofia.

The discussion brought together representatives of Bulgarian municipalities, experts in communications, science, and innovation, as well as representatives of non-governmental organizations and academia. New approaches and good practices for improving communication between local authorities and citizens were discussed.

The opening part of the meeting focused on the active involvement of local communities in solving public issues through placemaking strategies. The topic was presented by Boyana Stoilova from the organization “BG Be Active,” who shared examples of successful citizen engagement in transforming public spaces.

“Placemaking is the process through which a place — a square, park, courtyard, or street — becomes a space that people feel belongs to them. And when people feel something is theirs, they protect, develop, and defend it,” Stoilova emphasized.

As an example, she presented the “Active Plovdiv” initiative related to the city’s candidacy for European Capital of Sport 2028. According to her, the project is the largest current partnership with Plovdiv Municipality and is aimed not at a one-time sporting event, but at the sustainable development of the urban environment and sports infrastructure.

“The idea is not to focus on one specific sporting event, but on sports grounds, overall infrastructure, and public space as an asset,” she added.

Stoilova explained that the title “European Capital of Sport” is awarded by an international organization in partnership with the European Commission and UNESCO. The evaluation criteria include access to sports infrastructure, social inclusion, citizen participation, and policies promoting healthy lifestyles.

“What we presented to the municipality was rather the idea of creating ‘Active Plovdiv,’ with the candidacy coming as a natural continuation of the process,” she said.

Within Plovdiv’s functional urban area, 144 sports clubs in 36 different disciplines operate across 82 sports facilities, contributing to the active and healthy lifestyle of more than 535,000 residents.

Stoilova also presented the RELAUNCHTOWIN project of Burgas Municipality, aimed at renovating “Mladost” Hall and transforming the urban environment through active citizen participation, as well as the “Bottle-Eater in Your City” initiative, which encourages separate plastic waste collection and sustainable behavior through more than 220 installations in dozens of municipalities.

She also highlighted the “Stronger Than Menopause” program, which supports women in (peri)menopause through education, sports, and community building.

Participants also discussed new opportunities for cooperation between science, innovation, and municipalities. Maria Vasileva, representing the Heritage BG Centre of Excellence, together with Associate Professor Gergana Antova from the University of Architecture, Civil Engineering and Geodesy (UACEG) and engineer Veselin Goranov from Sofia SAT Club, presented their activities and services that could support municipalities in the fields of cultural heritage, digitalization, and innovation.

Maria Vasileva described the Heritage BG Centre of Excellence as the largest humanities project in Bulgaria dedicated to the digitalization and virtualization of cultural and scientific heritage. According to her, during the first programming period, 22 research laboratories were established in universities and scientific institutes across the country.

The project brings together 13 leading partner organizations, including universities, libraries, and museums, working jointly to preserve Bulgarian memory and heritage. Vasileva stressed that the initiative is one of the largest scientific undertakings in the fields of education and science in Bulgaria.

According to her, Heritage BG not only preserves cultural heritage, but also transforms it into accessible and useful knowledge for society.

Within the Centre of Excellence, digital twins of architectural sites and cultural assets are being developed using modern 3D modeling and virtualization technologies.

Associate Professor Dr. Eng. Gergana Antova from UACEG presented the work of two specialized laboratories within the Centre – one focused on documenting and digitally modeling cultural heritage through 3D scanning and digital twin creation, and another working in the field of conservation and restoration of ancient and historical materials using modern research equipment.

Engineer Veselin Goranov from Sofia SAT Club presented opportunities offered by satellite technologies and multilayer data analysis for municipalities in managing risks such as fires, droughts, floods, and environmental issues. He emphasized the combination of satellite, ground-based, and public data with AI analysis for more precise assessments and informed decision-making.

During the presentation, a pilot project model for municipalities was introduced, involving data collection, processing, and visualization in an understandable format. Sofia SAT Club also offers partnerships for establishing local satellite reception and analysis stations to create sustainable local capacity.

The next panel focused on the opportunity for municipalities to participate in the Diversity Charter in Bulgaria. The topic was presented by Kamelia Slaveykova, member of the Board of the Bulgarian Business Leaders Forum, and Dr. Tatyana Novosyolova, Senior Analyst at the Legal Program of the Center for the Study of Democracy.

They emphasized the importance of equality, inclusion, and promoting diversity within local administrations and public life.

Kamelia Slaveykova presented organizations from the business and civic sectors working to encourage social investment and active corporate citizenship. She highlighted the long-standing partnership with the Center for the Study of Democracy within the framework of the Diversity Charter.

She also shared information about the European initiative “European Capitals of Diversity,” held annually in Brussels, noting that there has so far been no municipal participation from Bulgaria. The main goal is to encourage Bulgarian municipalities to participate in order to increase the visibility of good practices and strengthen international exchange of experience.

Slaveykova also explained concepts such as diversity, equality, and inclusion – key elements of modern policies that are often misunderstood in Bulgaria. She stressed that diversity is not limited to gender or sexual orientation, but encompasses a much broader spectrum of differences among people.

The implementation of diversity policies improves municipalities’ reputation and visibility as modern and open institutions. This, in turn, can lead to greater public trust and stronger partnerships with businesses and investors.

As a result, municipalities become more effective, more sustainable, and more focused on prevention rather than reactive problem-solving.

Dr. Tatyana Novosyolova provided detailed information about the “Capital of Diversity” competition, which this year also includes a “Month of Diversity” and focuses on creating an inclusive labor market for all. The initiatives are aimed at engaging young people and people over the age of 55.

The goal is to motivate young people to actively participate in the labor market and social life, while also developing civic engagement.

The competition encourages communities across Europe to create better living conditions for residents, whether in small municipalities, large cities, or urban districts. The central message is that people should have equal opportunities, feel accepted, and be able to develop within their own communities.

The next edition of the competition will be announced in the autumn. Participation is free of charge and relatively easy. During the meeting, committee members also discussed the possibility of organizing an online event by the Bulgarian Business Leaders Forum and the Center for the Study of Democracy to support interested municipalities in the application process.

The afternoon session continued with Associate Professor Dr. Yana Sabeva, lecturer and communications expert, who presented the topic “Effective Media Strategies in Times of Crisis.”

The discussion covered the main stages of crisis communication management – from preliminary risk assessment and crisis planning to actions during the so-called “golden hour,” when rapid and clear communication is essential for controlling the situation and limiting disinformation.

Special attention was paid to the need for institutions to build trust through transparency, timely information, and consistent messaging tailored to different audiences and communication channels.

PR team representatives from municipalities shared examples of difficulties they face during critical situations, including contradictory information, public pressure, and the rapid spread of rumors and fake news.

The final topic in the program was particularly relevant: “Communicating Change: Recycling and Waste – The Example of Gotse Delchev Municipality,” presented by Adriana Mihaylova from the communications agency “Imp-Act.”

The presentation showcased successful practices for developing long-term communication strategies aimed at informing and engaging citizens on separate waste collection and sustainable waste management.

Special emphasis was placed on the need for municipalities to build trust and understanding around upcoming changes related to the new waste fee calculation model based on the “pay as you throw” principle.

Concrete examples from Gotse Delchev Municipality were presented, including information campaigns, educational initiatives for children and youth, digital communication, and partnerships with local organizations and media outlets.

Adriana Mihaylova also shared campaign results and new ideas for the current year based on analyses of previous activities and focus group evaluations.

Participants were also informed about current calls for innovative activities under the European Urban Initiative (EUI). The latest call for the current programming period and opportunities for urban municipalities to test innovative solutions on their territories were presented.

Attention was also given to the EUI City-to-City Exchange initiative and the advantages for municipalities of taking advantage of this permanent call. Information was also shared about the new Guide for Applicants for this flexible EUI instrument, which can be used more than once.

Maria Yarovaya, Secretary of the Standing Committee on Public Communications, also presented details about the new European survey “What Do Cities Need?” The Forward Looking Survey is a key tool for understanding the challenges facing cities, emerging trends, and local government priorities. The survey is conducted every two years online through the Portico platform.

The engaging and useful discussions during the meeting of municipal PR experts reaffirmed the importance of NAMRB’s efforts to support municipalities in implementing modern communication approaches and building a more active dialogue with citizens.