On March 6, 2025, AmCham Bulgaria’s Communications and CSR Working Group held its second meeting at the offices of Philip Morris Bulgaria. The event gathered industry professionals to explore how internal communications serve as a catalyst for employee engagement, reinforce organizational values, and empower employees as ambassadors of the company’s mission.
The session focused on the vital role of internal messaging in aligning teams with corporate purpose, fostering a strong sense of belonging, and embedding culture at every level before projecting it externally. The discussion examined how employees act as the driving force of sustainable growth and corporate transformation, the role of internal communications in cultivating engagement and alignment, the challenges of bridging generational perspectives within the workplace, and how CSR and social impact initiatives enhance employee commitment.
Denys Strobykin, General Manager of Philip Morris Bulgaria, opened the session with remarks on the significance of employees in shaping corporate culture and driving transformation. This was followed by general remarks from Daniel Kiryakov, Communications and Public Affairs Manager at AmCham Bulgaria, who offered perspective on the significance of the discussion within the broader context of AmCham’s initiatives and engagement, and the organization’s role in fostering meaningful dialogue. Rather than steering the conversation in a particular direction, he provided a foundation for attendees to naturally engage with the topic and explore its relevance to their own experiences and challenges.
The panel discussion, titled “Communicating the Culture,” featured insights from industry leaders, including Elitsa Barakova, Executive Director of BCause Foundation, who spoke about mobilizing employees through CSR programs, payroll giving, and impactful initiatives such as “10 Years of Fun Summer, Caring Autumn.” Polia Alexandrova, Head of Corporate Communications at Philip Morris Bulgaria, discussed the role of internal communications in strengthening engagement, fostering intergenerational collaboration, and advancing sustainability-driven initiatives. Diana Dimova, Corporate Communications Director at Fantastico, shared best practices on inspiring teams through volunteer work, donation programs, and storytelling that resonates on a human level. Moderated by Daniel Kiryakov, the discussion provided practical insights into how organizations can leverage internal communications to cultivate engagement and alignment across diverse teams.
A special highlight of the event was a fire-side chat featuring Bulgarian beach volleyball players Dimitar Kalchev and Dimitar Mehandzhiyski, who shared their inspiring journey toward qualifying for the Los Angeles 2028 Summer Olympics. Moderated by Daniel Kiryakov, their conversation highlighted the values of perseverance, teamwork, and resilience—principles that resonate across both corporate and athletic disciplines.
The event concluded with a light networking lunch, providing attendees with an opportunity to continue discussions and exchange ideas on best practices in internal communications and corporate engagement.
Through insightful discussions and knowledge-sharing, the event reaffirmed the critical role of strategic communication in fostering strong corporate culture, enhancing employee engagement, and driving impactful organizational change.