14 October 2026
Генериран от човек или от AI ? openAI ще поставя воден знак върху текстовете си
Всеки път, когато AI генерира текст, разработеният от OpenAI инструмент ще вгражда в него “незабележим таен сигнал”, който ще показва прозхода.
We look after the recognition, trust and image of your business.
Media relations, PR campaigns, and measuring and improving your AI reputation and authority (AIRA index).
20+ years building media relationships
Focused on long-term partnerships
How can we help?
Media relations
PR campaigns
Our core services
01 · Recognition and expert positioning
Media relations
Visibility and reach among relevant audiences. Media strategy, press releases, press conferences and media monitoring.
02 · Trust and image
PR campaigns
Information, CSR and product campaigns, partner and own events, and a digital presence that build trust and image.
03 · AI reputation
AIRA
Measurement, diagnostics and an action plan to improve how your brand performs in AI systems.
04 · Training and preparation
Training
Training in public speaking, smart use of AI systems for PR work and media interviews. Speech and statement preparation.
Does AI recommend your brand?
Almost one in two Bulgarians (46%*) have already used artificial intelligence before deciding to buy a product or choose a service. AIRA measures how AI perceives, presents, compares and recommends your brand.
AI Reputation is a brand’s reputation in this new layer of consumer choice.
If you expect consumers to ask “Which is the best real estate agency?”, you are already behind. Consumers are looking for solutions to their problems.
“How do I buy a property in Sofia at a good price?”
- Do your services feature in the answer?
- Do AI systems recommend you as a partner?
- Where do they see the value of your service?
- Which competitors does it recommend instead of you?
- What sources does it base its answer on?
AI Reputation Index™
What do we measure?
01 · Presence
Does AI know you?
Does the brand appear in answers to relevant user questions?
02 · Recommendation
Does AI recommend you?
Does it recommend the brand when users look for a specific solution?
03 · Position in recommendations
Where do you rank?
How is it positioned against competitors?
04 · Perception
What does AI think of you?
How does it describe the company, its products, strengths and weaknesses?
05 · Accuracy
Is the information correct?
Is the information correct and up to date?
06 · Authority and sources
Why does it think that?
Which sources and signals shape its view?
- Discovery Call30 minutes: brand, category, key competitors
- MeasurementAt least 3 leading AI platforms and a competitive benchmark
- DiagnosticsReport with the AI Reputation Index™ across all six dimensions
- Action planPriority gaps and re-measurement
* Source: nationally representative survey by Trend, conducted on 10–16 September 2026 among 1,000 people aged 18+ through direct standardised interviews. Maximum stochastic error ±3.1%. 46% have used artificial intelligence before deciding to buy a product or choose a service: 22% often, 19% several times and 6% once; 54% have never done so.
We work according to the principles of ethical communications and the responsible use of artificial intelligence, protecting our clients’ confidential information and drawing a clear line between legitimate authority building and attempts to manipulate AI systems. AIRA measures and diagnoses. It does not guarantee a positive AI reputation and does not control AI recommendations.
About us
Pepy Dimitrova
Founder of pr2 communications agency, with more than 25 years of professional experience in journalism, media relations and corporate communications.
Substack · Newsletter
5 QUESTIONS
Pepy Dimitrova’s newsletter on how AI is changing the way we search, choose and decide — and what brands need to do to win from this shift.
7 October 2026
Ако AI може да напише всичко, защо Google да го показва?
Машина пише. Машина чете. Машина оценява. Машината подрежда.
24 September 2026
Най-важният въпрос днес е: знаеш ли какъв е въпросът?
Теорията за 5-те въпроса и какво различава Google search от AI search и защо AI не препоръчва, както го прави човекът.
Evidence, not promises
Results
Media relations
ADDRESS Real Estate
According to a 2026 national brand survey by Trend, Bulgarians name ADDRESS the undisputed brand leader in the real estate market – 55% ahead of the runner-up.
PR campaigns
Nestlé FamilyNes
Around 130–150 new website sign-ups per campaign. 60+ reviews of Nestlé product quality.
AIRA
[Pilot audit]
16 prompts · 3 AI platforms · 3 independent researchers. Published with the client’s consent.
Media relations
Gergana Tenekedzhieva
CEO, ADDRESS Real Estate
“For more than a decade we have worked with pr2 on special events and strategic communications for ADDRESS. Their excellent knowledge of the property market and their experience in planning special and corporate events have been key to ADDRESS’s overall presence. For companies looking for a trusted, results-driven communications partner that truly understands their business goals, pr2 delivers valuable work and real results.”
Digital presence · Media
Liliya Dimitrova
Chair of the Board, AUV
“Working with PR2 is constructive and effective.”
Digital campaigns
Nadya Treneva
Brand Manager, Nestlé FamilyNes
“From the concept to developing key messages and creative design, pr2 manages our digital campaigns and supports content creation for our social media and website. Quite naturally, their team became part of ours, and together we have come closer to our audience, strengthening our connection with it.”
Digital presence
Tihomir Toshev
Managing Partner, Credit Center
“pr2 helped us grow our digital presence in a highly specialised market. Through strategic social media management and targeted content for the Bulgarian credit and property market, together we grew our engaged user base. Their experience in digital marketing and in managing social media profiles for financial services demonstrates their ability to deliver measurable results in complex industries. Their professional approach to optimising our digital presence has significantly increased our recognition online.”
How we start
From first message to proposal
We work on individual projects or as a long-term partner on a retainer. Our principle: PR should never be better known than the client. More about us →
- Write to usChoose an area and briefly describe your task.
- ConversationWe discuss goals, audiences and timing. For AIRA, this is a 30-minute Discovery Call.
- ProposalYou receive a concrete proposal tailored to your goals, business needs and project scope, within an agreed timeframe.
Enquiry
How can we help?
Fill in the contact form and choose the service you need, so we can point you to the best-fitting solution.
8A Bacho Kiro St, Sofia
office@pr2.bg