admin From the smoky halls of a Bulgarian factory to the bright lights of international PR conferences, Maxim Behar’s story is anything but ordinary. A man of bold instincts, restless energy and constant curiosity, Behar is the beating heart behind M3 Communications Group, Inc.—a company that has not only elevated Bulgaria’s reputation on the global PR map but has become a symbol of dynamic, modern communications strategy.
Born in Bulgaria, Behar started his career far from the spotlight—as a machinery worker. But his passion for ideas, language, and influence soon led him to the world of journalism. From his early days writing for a Czech magazine and serving as a foreign correspondent in Poland, to co-founding one of Bulgaria’s first private newspapers, Behar’s ability to connect people and ideas was evident.
“I accept business like riding a bicycle; the moment you stop, you fall.”
Yet, it was the launch of M3 Communications in a small Sofia apartment in the early 1990s that transformed his passion into lasting global influence. “I had no plan B,” Behar recalls. “Only a belief that we could change the way people communicate.”
Today, M3 is a PR powerhouse, offering services that range from media relations to web development and social media strategy. A key milestone came in 2000, when M3 joined forces with global firm Hill & Knowlton (now Burson), becoming a regional benchmark for excellence. But Behar’s greatest pride lies not in partnerships or profits, but in people—those he has mentored and empowered through a uniquely horizontal leadership style.
“I believe everyone in the team should be a leader in their own right,” says Behar. “Responsibility doesn’t come from a title—it comes from commitment.”
Behar’s leadership style, which he details in his book The Morning After, eschews traditional hierarchies in favour of shared purpose and agility. This ethos has allowed M3 to execute over 10,000 successful projects across 80 markets for 250 clients, consistently outpacing the competition and setting new standards.
In 2015, Behar’s influence reached new heights when he was elected President of ICCO, the International Communications Consultancy Organisation, representing more than 3,000 PR firms worldwide. His role brought him closer to the global core of industry development, reinforcing his position as one of PR’s foremost thought leaders.
His groundbreaking book, The Global PR Revolution, was named one of the Top 3 PR Books of All Time by BookAuthority. And even with these accomplishments, Behar continues to invest in himself, graduating from Harvard Kennedy School in 2019 and earning a PhD from Sofia University in 2024.
The future for M3 lies in the realm of digital innovation. “AI, social media, and real-time data are rewriting the rules,” says Behar. “But while the tools change, the essence remains—trust, clarity, and connection.”
As new platforms emerge and audiences evolve, Behar thrives in this constant state of motion. “I accept business like riding a bicycle,” he says. “The moment you stop, you fall.”
At a time when greenwashing is rampant and corporate messaging often rings hollow, Behar leads with authenticity. Despite M3’s extensive sustainability practices—solar panels, eco-friendly systems, and minimal transport—the company refuses to advertise these efforts. “It would feel like greenwashing,” Behar explains. “We do it because it’s right, not because it’s marketable.”
“If you want to make people happy, sell them ice cream. Managing people is hard—but when a team shares a goal, everything becomes possible.”
Behar is also refreshingly candid about leadership. “If you want to make people happy, sell them ice cream,” he quips. “Managing people is hard. Being managed is hard. But when you share a peak to climb, magic happens.”
Looking ahead, M3 aims to deepen its capabilities in digital business and expand its global footprint, staying lean and agile in a noisy, saturated market. For Behar, success isn’t just about the accolades—it’s about making a difference.
“The moment you stop learning, you start dying,” he says, reiterating his own “3S Rule”—Speed, Simplicity, Self-confidence—as the formula for navigating modern business.
In a world where content is abundant but meaning is rare, Maxim Behar is a leader who still believes in the power of clear communication, brave thinking and human connection. And in doing so, he continues to inspire the next generation of storytellers, leaders, and visionaries across the globe.
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