Филипов, Милен2025-04-152010978-954-9370-72-0http://research.bfu.bg:4000/handle/123456789/1814This paper studies the process of preparation of Rumiana Jeleva as the Bulgarian candidacy for an Eurocommissionair post. It analyses the communication campaign Rumyana Jeleva conducted and the causes that lead to her catastrophic performance at the hearing, the effects of the crisis on her political, professional and personal life. The paper also gives some guidelines for what could have been done for a successful performance.bgcrisispolitical PRRumiana JelevaEurocommissionairweak symptomscrisis lifecycleArticle