Natalia Dimitrova for Jobs.bg: “PR is a profession that requires heart, mind, and strong nerves”
In the “PR Leaders in Bulgaria” series by Jobs.bg and Economy.bg, Natalia Dimitrova, founder and CEO of Acta Verba, shares her story. Acta Verba, founded in 2012, specializes in PR, event management, employer branding, and digital marketing with a focus on the IT sector.
“PR is a profession that requires heart, mind, and strong nerves, and the willingness to walk the chosen path for a long time,” Natalia says. “PR is a marathon, not a sprint.”
From dreaming about the White House to starting her own agency
“In high school, I dreamed of becoming a spokesperson for the White House. I even made a bet about it with my best friend,” Natalia recalls.
Her career in PR began by chance, when a close friend told her she was “born to work in PR.” One of her key career milestones was joining Microsoft Bulgaria after a rigorous eight-month selection process.
“I literally dreamed of moving to the next stage… My conversation with Teodor Milev covered topics from media and IT trends to Yovkov and Radichkov and ended with ‘Congratulations!’”
After nearly six years at Microsoft, Natalia became EMEA Events Manager at Telerik (now Progress), overseeing international conferences and events.
“I decided it was time to take the next step – to leave the secure corporate environment. That’s how I created my own venture – Acta Verba, the agency that unites words and actions.”
Values and lessons along the way
“My professional journey taught me that it’s not about how big a company is, but how big the dreams and goals of the people in the team are, and whether they share common values that unite them and drive them forward.”
Among the qualities Natalia values most are honesty, directness, openness, and hard work.
“People who share ideas, values, and goals and are ready to work together to achieve them are a source of energy and inspiration for me.”
The essence of the profession today
“It is essential to be able to tell stories that resonate and to show the human side of organizations,” she says.
Natalia emphasizes that PR specialists must be curious, willing to learn every day, and able to use technology as tools that facilitate their work.
“I often hear clients ask: ‘What can you do that ChatGPT cannot?’ The answer is that a machine can process data, but it cannot build trust, sense emotions, and create an authentic story that resonates with people.”
An example of courage and adaptability
One project Natalia highlights is the launch of Commerzbank’s technology hub in Bulgaria in 2020:
“We were tasked with creating and executing an effective communication strategy to promote their employer brand… We positioned the company among the fastest-growing employers in the country and attracted nearly 250 specialists in less than a year.”
Success and the future
For Natalia, success is:
“Being in harmony with myself and the people around me and having time for the things that bring me joy.”
Looking ahead, she stresses the importance of empathy, resilience, and patience:
“Results don’t always come immediately. What matters is to show patience, resilience, and persistence in putting effort in the right direction.”
Read the full interview here (in BG):
“PR Leaders in Bulgaria: Natalia Dimitrova – Founder and CEO of Acta Verba”
