ЦЕРБ: Енергията на истинските истории
July 31, 2026
An Interview with Devina Petrova, PR Manager at CERB GROUP
What is your role in a team fully immersed in technical tasks?
My job is to showcase what we actually achieve on the ground. Our engineers are focused entirely on complex technical challenges, so my role is to highlight the tangible results of their work. The goal is simple: to make sure our partners see that behind every solution at CERB lies hands-on experience and the capacity to tackle the toughest situations.
How does PR communication support modernization efforts?
We aren’t a software firm. We are an industrial base with deep-rooted traditions. To me, modernization means demonstrating evolution – introducing new machinery and technologies that make our expertise even more effective. My task is to communicate these advancements clearly, showing clients that while we are expanding our capabilities, we never compromise on the high standards that have always defined us.
What challenges do industrial companies face regarding green energy and decarbonization?
The Green Deal is a critical topic, but the focus often falls solely on constructing new assets. For us, sustainability isn’t just about building new facilities – it’s about maintaining existing equipment to operate efficiently for as long as possible. At CERB, we view this through the lens of a circular economy: technical maintenance is the direct route to decarbonization. Extending the life cycle of a generator directly reduces carbon footprint by eliminating the need to manufacture a replacement from scratch. My role is to reinforce that preventive maintenance and overhaul of existing infrastructure are the most effective “green” strategies.
What were CERB’s most significant achievements and projects over the past year?
We received strong recognition for two of our internal developments. We won a Gold Medal at the Plovdiv International Fair for our power clamps, followed by our second consecutive “Casting of the Year” award for a newly developed aluminum busbar holder.
Operationally, the success of CERB VEM on the island of Lesbos proved our readiness for complex challenges. Our work across numerous Bulgarian hydroelectric power plants demonstrated our role in preserving the nation’s energy heritage. Additionally, a recent project for a leading German industrial conglomerate serves as a prime showcase of our capability in live-line operations: we successfully completed a critical task in just 21 days after others had declined to take it on.
How do you communicate with international partners?
When international partners visit our platform, they see real projects and concrete data. Trust is built on engineering results, not shiny marketing fluff. Our social media presence plays a key role here – we have a strong international following, and technical professionals often reach out directly with specific queries about engineering know-how and repair requests. When we share our work, we don’t “sell”; we demonstrate solutions: what the problem was and how we fixed it. That is the universal language engineers worldwide respect.
How do you see the future of corporate communications in the energy sector?
The future belongs to authenticity. People are tired of sterile press releases drafted by AI. They want to see the people behind the work—the engineers hands-on with the equipment. Video is the most direct channel for this. Short clips from project sites showing actual operations get the highest engagement—everyone wants an unfiltered view of how things work. When you present operations as they are, without artificial filters, trust builds far faster than through traditional messaging.
What is your strategic vision for communications at CERB?
My strategy focuses on three main priorities. First, I want to demonstrate that our engineers set the industry benchmark—they don’t just execute tasks, they architect real solutions. Second, I position CERB as a hub for true craftsmanship, an environment where young talent evolves into master engineers by solving complex challenges in the field. Finally, I place a strong emphasis on a preventive philosophy. The goal is to drive home the point that proactive, planned maintenance is always far more effective than reacting to a sudden failure.
In conclusion?
CERB is a company with a rich heritage, actively shaping today’s energy landscape. Behind every asset we restore are engineers who truly master their craft – they are our real strength. If you are looking for uncompromised quality and a team that treats your project as their own, we are ready. That is the only way we operate. There is no alternative for us.
