It's time for another "Why Work in PR?" interview and I'm delighted to introduce you today to Maria Gergova-Bengtsson who will share with us her exciting PR career story and offer key advice for students and young professionals who want to learn more about the industry and how to get into it. 

I'm glad to call Maria my friend even though we only met a few months ago in Sofia where she invited to speak at the IPRA conference. I truly admire Maria for the dedicated work that she is doing in the Bulgarian market, the team she has grown around her successful PR agency and the global network of professionals that she has built.

Before you move onto the interview, don't forget to follow Maria on Facebook and say Hi to her team on Twitter @United_Partners. 

(If you've missed any of the previous interviews, you can take a look as well: Richard Bailey, Pippa Hanson, Jessica Hodkinson, Chryssa Skodra, Farzana Baduel, Scott Guthrie, Sarah Hall, Angharad Welsh and Alex May.) 

Why Work in Public Relations: Interview with Maria Gergova-Bengtsson

I'm fascinated by culture. 

As someone who's lived in four countries over the last eight years, works in a global company, and collaborates with people from dozens of cultures on a daily basis, cultural differences are very much top of mind for me.  

It all started at university in a module on Intercultural Relations where I was introduced to the cultural dimensions study of Geert Hofstede, however, I do believe that cultural differences are heavily underestimated in the business world. 

They are not top of mind for when decisions are being made, emails are sent, meetings are run or changes are implemented. Essentially, cultural differences impact all of our communication. 

Cultural awareness is not something you are born with, it's something you develop.

To develop it, you have to study it, you have to experience it in work regularly and you have to reflect on it during and after certain situations so that you continuously grow your cultural awareness and next time you are faced with a similar situation, you'll know how to act better by adapting to the cultural setting and requirements.

Today, I'd like to help you develop that cultural awareness.  

This is a guest post by Tamara Vlootman.

Over the last few years, I've been focusing more and more on gaining insights - both about our clients and about the PR industry itself.

I chose this specialisation as a job role at my PR agency driven by the desire to help make brands be truly based on something real instead of just pushing some ‘added value’ to existing marketing fluff.

But this specialisation is also a source of frustration. More and more often, I get the feeling that we in the PR industry are not even close to reaching our full potential of being strategic advisors.

In my opinion, Inbound PR is not only about a different way of using technology. It’s about creating real and solid value in a world that increasingly screams for something authentic and honest - because the demand for creating real stories for more engaged, rather than just bigger audiences is rising. And the only way to add value is by spending focused time creating it, not by compromising with rushed pitches and press releases.

But Why the Itch to Stick with the Old?

Over the last month, after speaking to Stephen Waddington and Iliyana Stareva about PR and its future, something became even more clear to me.

Over the last few years, various people who wouldn't know each other have called me "the machine" on certain occasions.

I suppose I should take it as a compliment as it refers to my ability to complete a ton of work quickly and also to manage a very active personal lifestyle at the same time.

I'm not going to lie, I've learned how to get a lot of stuff done, systematically and well. And to be honest, it's all about time management. That's the secret.

Which is why today I'd like to share with you how I manage my time. Hopefully, these time management tips will allow you to boost your productivity and peace of mind too.

5 Secrets to Better Time Management for More Productivity

It's been over a year since I've run a "Why Work in PR?" interview but today we have Alex May sharing with us her PR career story and offering some very thoughtful advice for students and young professionals who want to learn more about the industry and how to get into it. 

Alex is a good friend of mine (we met in Dublin) and I asked her to participate in my PR interview series because I felt it would be good for PR students thinking about the profession to hear from a younger pro who's closer to their generation and experiences. 

Before you move onto the interview, don't forget to follow her on Twitter @AMayHopscotch and say Hi. 

(If you've missed any of the previous interviews, you can take a look as well: Richard Bailey, Pippa Hanson, Jessica Hodkinson, Chryssa Skodra, Farzana Baduel, Scott Guthrie, Sarah Hall and Angharad Welsh.) 

Why Work in Public Relations: Interview with Alex May