Mr Behar was president of ICCO (the world’s PR organization) for two years.At a glamorous ceremony in London close to 250 PR professionals from the world’s five continents gave a storm of applause to the Bulgarian expert who has reached the top of the PR business. Maxim Behar is not only the first East European on the world’s PR Hall of Fame but is one among few Europeans in it. Mr Behar said he accepted this exceptional honor as а credit for what he has to do in the PR business from now on, but also as an incredible achievement of Bulgaria. He added that the PR business worldwide was seeing a major upsurge but more than ever was being challenged by its own dynamic transformation into a brand new business – transparent, ethical and super dynamic. At the ceremony in London Behar said that he had been happy to lead ICCO in dramatic times when the organization assumed a leading role in the global changes in the PR sector. ICCO is the most influential organization of PR professionals worldwide. It operates in 55 countries and has more than 2500 PR member companies.