Svetlana Petrova from Bulgaria
Svetlana Petrova is an amazing combination of a calm, patient and always smiling person and a highly motivated, energetic and purposeful professional in internal communication. One of that fine ladies that emanate intellect and strength, and are capable of communication fluently with every person within the organization.
Svetlana, how does your work day go?
It all starts with the morning alarm (some mornings I really hate it), a cup of coffee and then comes the challenge of driving to the office.
Then the first minutes of my business day are usually dedicated to read the new e-mails, check the scheduled tasks, revise the daily plan and starting up with the more important items. I was taught to set plans only for 80% of my time and leave the other 20% for unexpected inquiries. But it is not always so easy to deal up with all the urgent matters in only those 20% of the working time. :) Then comes phone calls, meetings, newsletters, e-bulletins and in between - brief brainstorming with my colleagues to discuss over the on-going projects.
Create the profile of a good internal communication specialist, as you see it.
Always smiling, patient, calm, capable of setting priorities, creative, good listener and trusty advisor. The internal communicator works with passion, thinks strategically, focuses over the tactics and uses every possible occasion to network, to feel the pulse of the company and to sets challenging, but realistic goals to achieve. The good internal communicator works closely with the line managers to make people in the company feel well informed, satisfied and thus engaged.
If you need to describe in a few words what lies behind the abbreviation CIPR ICC to a close friend, outside the field of communications, what would those words be?
The abbreviation CIPR ICC stands for a big challenges, great opportunity and amazing experience. This is a course that helps the internal communicators become professionals by giving them the right focus and ability to choose the appropriate approach for every situation, based on their own experience. And most of all CIPR ICC gives inspiration and opens new horizons making the internal communicators feel that they can make it up even better.
What motivates you in your work as a professional communicator?
The thing that motivates me most of all is seeing people happy and satisfied after a successfully accomplished project. Of having these people looking for your advice even for matters not concerning the internal communication.
And of course overcoming challenges by working hard, searching for more information and applying new creative approaches and when everything ends with happy end no matter of the efforts, that is really motivating.
Tell us about an event or occasion when you were really proud and happy with your work.
The last time I was really proud with my work was the last Global People Survey. Actually it was the first engagement survey of such scale conducting globally in all countries, divisions and departments of the company. And the challenge appeared to coordinate the activities and provide the smooth accomplishment of the project locally. Because it was decided on a corporate level that the survey should have been answered on-line, but many people didn’t have personal accounts or even access to Internet. And in nearly no-time all technical obstacles should have been solved to allow everybody accomplish the survey.
Many employers do not understand the benefits of internal communications. If you face such a manager what would your strongest argument for the need of an internal communication specialist position or department be?
Probably I would ask them why the customer satisfaction is so important. Or why managers are so persistent on achieving high results. Or what is the company greatest asset? And then I would point that the people in the company are those that make all these things happen. The people are our internal customers and when they feel satisfied, this is what makes them engaged. And when people are engaged they work with passion and they are eager to go the extra-mile. This is only to support that to be successful outside a company should ensure internal commitment. And this all starts with the internal communications.
And since we started with your workday - how do you relax and entertain?
Enjoying a delicious dinner with friends, traveling around and from time to time doing things that really surprises me - rafting on Struma river or mountain biking 
Svetlana Petrova has a Master degree in International Tourism. She graduated from High School in Economics in Sofia, Bulgaria. She has an excellent level of English and very good level of German.
Svetlana’s communication experience started in 2006 when she becomes HR & MD Quality Executive at DHL Express Bulgaria. Since 2008 she is Employee Relations & Communication Manager at BNP Paribas Personal Finance - Bulgaria. In 2010 she took the position of the Internal Communication Manager in the company. BNP Paribas Personal Finance, within the BNP Paribas Group, is specialist in small personal loans and consumer credits.
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Previous articles:
Who are the students in CIPR Internal Communication Certificate? Tanya Brickler - read here.
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