Managers in Industry 5.0 Should Remember Communicating with Public Through Media Important Management Skill, Says BTA Director General

Filip Pavlov, BTA correspondent Stanimir Dimitrov

BTA Director General Kiril Valchev during the 12th international scientific conference on modern management practices at the Burgas Free University, June 3, 2025 (BTA Photo/Hristo Stefanov)

Burgas, on the Black Sea,

03.06.2025 14:20

(BTA)

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Managers and entrepreneurs in Industry 5.0 should remember that one of the most important management skills is communicating with the public through the media, BTA Director General Kiril Valchev said during the opening of the 12th international scientific conference on modern management practices at the Burgas Free University on Tuesday.

He emphasized that the media and especially news agencies, such as the Bulgarian News Agency, are responsible for the difficult work, as they give people from all over the world the opportunity to understand each other. "Knowing each other and comparing each other is not only an opportunity for profiting by using each other's good practices, but also a guarantee of peace", Valchev stressed. He recalled that BTA is the president of the World Congress of News Agencies and is also the headquarters of the Association of Balkan News Agencies (ABNA).

Valchev pointed out that BTA is also a member of MINDS International, a global network of 25 leading news agencies, including those from the USA, Canada, Great Britain, France, Germany, Japan and Australia, adding that this is something like the G-20 of news agencies. “We continue the battle of true news against fake news, because we know that by the time the truth is tying its shoes, the lie will have gone around the world. And we have to find how to treat lying with more truth instead of prohibitions," Valchev said.

"We continue to provide facts before evaluations because this is the standard of real news agencies. We guide people in the ocean of news so that they do not drown in it," he emphasized, stressing the need for a balance between information as a human right and information as a commodity.

In his words, Industry 5.0 creates a new production model based on cooperation between people and machines. "We know that before we develop AI, we need to develop human intelligence," he said, noting that AI cannot replace live reporters, but it can be of assistance to journalists. "It is especially important to provide accurate information to young people - with new formats and through new technologies," he concluded and thanked the hosts from the Burgas Free University.

The 12th international scientific conference on modern management practices is organized by the Centre for Economic and Management Sciences at the Burgas Free University and brings together representatives of universities from all over the world.

/MY/