About
The centrepiece of Influencer Academy - an annual round-table initiative exploring changes in PR practice with a new generation of opinion leaders - is a two-day forum combining research and practice, held at the Faculty of Journalism and Mass Communication at Sofia University “St. Kliment Ohridski”.
The 2025 event took place over two consecutive days, 29 and 30 October, in two adjacent rooms. On Wednesday 29 October, Influencer Academy opened with two panel discussions in the Aula Magna. On Thursday 30 October, FJMC students took part in practical workshops designed to develop their social media content creation skills.
Venue
The Faculty of Journalism and Mass Communication is a core academic unit of Sofia University “St. Kliment Ohridski”, Bulgaria’s oldest and most prestigious university. Established in 1974, the Faculty provides contemporary education in Public Communications and Information Sciences, offering both full-time and part-time study through highly specialised programmes.
The Faculty’s historic building is located at 49 Moskovska Street in the heart of Sofia. The round-table discussions will be held in the Aula Magna, the Faculty’s largest hall, with seating for more than 100 people.
Why participate?
Influencer Academy is a dynamic forum that brings together researchers, students and established opinion leaders with a shared aim: to rethink and improve PR practice in an era shaped by artificial intelligence and ethical challenges. Through interactive panel discussions, practical workshops and real-world industry case studies, participants develop their skills in creating authentic, data-informed content and communicating responsibly.
Day 1
29 October
Aula Magna, Faculty of Journalism and Mass CommunicationSofia University “St. Kliment Ohridski”
-
13:45
Registration -
14:00
Opening remarks
Assoc. Prof. Dr Mila Serafimova -
14:15
Introduction to the Bulgarian Association of Content Creators (BACC)
Radostina Hristova -
14:30
Panel discussion: “Content creators as communications partners” -
15:30
Coffee break -
15:45
“The Pulse of Influencer Marketing in Bulgaria 2025”
Yoana-Sofia Vasileva -
16:00
Panel discussion: “The first step: How to start creating content online” -
17:00
Coffee break -
17:15
Closing discussion and wrap-up
Day 2
30 October
Hall 19, Faculty of Journalism and Mass CommunicationSofia University “St. Kliment Ohridski”
-
10:00
Registration -
10:15
Workshop, Part 1: Creating content for social media -
11:00
Break -
11:15
Workshop, Part 2: Using Meta Business Suite -
12:00
Break -
12:15
Discussion and feedback session